User Retention

View the percentage of users who continue engaging with an app after opening the app for the first time.

 

What is the Value?

Retention rate for a mobile app shows product, marketing, insights, and strategy teams the percentage of users who found enough value to return and re-engage within the app 30 days after the app was first opened. In most cases, a higher retention rate reflects a high level of product stickiness, a better user experience, a higher perceived user value, and potentially higher levels of monetization. If too many users drop off before they perform a critical in-app event, your app might not achieve its goals.

By understanding this drop-off, teams can more quickly determine the root cause of churn and begin to implement fixes that mitigate this churn. Understanding retention rate is critical for any successful app, as it is far more beneficial (and cost-effective) to retain users than it is to obtain new users.

 

Where to Find

This report lives in a new, dedicated URL for App Intelligence: apps.similarweb.com. 

1. Once in the new platform, you can search for an app right from the homepage, which will take you to the App Performance report. From the lefthand menu, click on User Retention. Note: this data is only available for Google Play apps.

2. Click on the blue button up top next to the select app to add up to four other apps for benchmarking.

3. Using the filters in the upper right, select the country and time period.

 

How to Use

Retention Rate

View the retention rate of an app(s) over time to visualize the trend. Benchmark your app to the category average to understand how you are stacking up against your competitive landscape.

 

Historical Retention

The Historical Retention table is a visual heatmap of retention rate for an app. A darker shade of blue indicates a higher retention rate relative to the rest of the analyzed time period. With this table, you can view retention rates per month on Day 0-7, 14, and 30.