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Retention

Generally, the retention metric refers to customers, who regularly return to the shop or use the product. In UX, higher retention points on good usability.

 

It is calculated the following way: 

 

Retention N = number of visitors in a particular day/number of users, installed the app N days ago * 100%

 

Meanwhile, there are four various kinds of retention, that shall be accounted here:

 

  • Rolling retention 
    The most popular way to measure retention. It shows the volume of users coming back in an N-day from the moment of installation or later.
  • Full retention 
    The metric refers to some visitors, coming back to the app every day till N-day.  So, full retention of the 10th day is a percentage of users, who were returning to the app from the first to the 10th day.
  • Return retention 
    Gives a percentage of users, who came back to the app at least once during N-days. As an example, Return retention of 25th day will account for each visitor, used the app any day from the first to 25th.
  • Bracket-dependent return retention 
    It resembles return retention, fixing the number of users who came back to the app at least once in a chosen period. For instance, bracket-dependent return retention from the 15th to 21st days will give the volume of users, opened the app during this period from the time of the installation.

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