Mobile User Engagement Glossary | Storyly

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Retention Rate

What is retention rate?

In the context of mobile app, retention rate is defined as the percentage of app users who still use an app after a certain time frame from the initial install date. It is calculated by dividing the number of unique users that have at least one app session in a day, by the total number of app installs in that specific group of users.

Retention rate is one of the key metrics in app UI/UX. It tells an app developer, business owner or a digital marketer how well the app is doing in terms of user engagement. It also highlights why users are not sticking to your app and the factors that need to be focused on to improve app user engagement. Apps that have higher retention rates enjoy greater long-term growth and success, as compared to those that have lower retention rates.