Retention

Retention (d)

The percentage of new devices that return in the app after a specified time frame. These are devices with app installs or site visits during the report period and were active later, in a specified time frame (h - hours, d - days, w - weeks, m - months).

For example, if on 2021-05-13 1000 installations were done and on the 2021-05-14 only 900 of those 1000 was active, second day Retention would be 90%. In other words, 90% of the audience return on day 2.

RET*Life Time metric
RET* CAAttribution Time metric

By default myTracker calculates Retention with a Retention indent equal to 1 hour. So values don't be overstated due to the first periods after audience appeared. The indent is added to the begining and the end of the period retention, for example:

  • RET1h: Entry in the period from "first activity + Retention Indent" to "first activity + Retention Indent + 1 hour"
  • RET3d: Entry in the period from "first activity + Retention Indent + 2 days" to "first activity + Retention Indent + 3 days"

You can set up Retention indent for all myTracker reports at once or for a separate report in the Constructor. For more details, refer to Settings section

Retention (u)

The percentage of new users who return in the project after a specified time frame. These are users who have installed the app or visited a site during the report period and were active later, in a specified time frame (h - hours, d - days, w - weeks, m - months).

For example, if on 2021-05-13 1000 users visited your site and on the 2021-05-14 only 900 of those 1000 was active, second day Retention would be 90%. In other words, 90% of the audience return on day 2.

RET*Life Time metric

By default myTracker calculates Retention with a Retention indent equal to 1 hour. So values don't be overstated due to the first periods after audience appeared. The indent is added to the begining and the end of the period retention, for example:

  • RET1h: Entry in the period from "first activity + Retention Indent" to "first activity + Retention Indent + 1 hour"
  • RET3d: Entry in the period from "first activity + Retention Indent + 2 days" to "first activity + Retention Indent + 3 days"

You can set up Retention indent for all myTracker reports at once or for a separate report in the Constructor. For more details, refer to Settings section

Rolling Retention

Rolling retention (d)

The percentage of new devices that return in the app after a specified time frame and later. These are devices with app installs or site visits during the report period and were active after a specified time frame (mins - minutes, h - hours, d - days, w - weeks, m - months) and later.

Unlike Retention, Rolling Retention (RR) can make allowance audience activity up to the moment when you build a report, that helps to track activity extinction over time. For example, if the activity occurred only on day 2 following installation date, then RET1d would be zero, and RR1d will be above zero because RR will take into account the activity of the second and any subsequent days. To limit Rolling Retention period, use Settings.

RR*Life Time metric
RR* CAAttribution Time metric

By default, Rolling Retention (RR) takes audience activity up to the moment when you build a report. It may be not convenient, for example, when you compare data between different dates results will be affected by the length of RR periods.

To set a common RR period enter the Rolling Retention limit in Settings. For example:

  • RR1h with a limit of 1 week – the percentage of the audience who was active from later - an hour after appearance and during 1 week
  • RR3d with a limit of 1 month – the percentage of the audience who was active from later - an 3 days after appearance and during 1 month

You can set up Rolling Retention limit for all myTracker reports at once or for a separate report in the Constructor. For more details, refer to Settings section

Rolling retention (u)

The percentage of new users who return in the project after a specified time frame and later. These are users who have installed the app or visited a site during the report period and were active after a specified time frame (mins - minutes, h - hours, d - days, w - weeks, m - months) and later.

Unlike Retention, Rolling Retention (RR) can make allowance audience activity up to the moment when you build a report, that helps to track activity extinction over time. For example, if the activity occurred only on day 2 following the first visit, then RET1d would be zero, and RR1d will be above zero because RR will take into account the activity of the second and any subsequent days. To limit Rolling Retention period, use Settings.

RR*Life Time metric

By default, Rolling Retention (RR) takes audience activity up to the moment when you build a report. It may be not convenient, for example, when you compare data between different dates results will be affected by the length of RR periods.

To set a common RR period enter the Rolling Retention limit in Settings. For example:

  • RR1h with a limit of 1 week – the percentage of the audience who was active from later - an hour after appearance and during 1 week
  • RR3d with a limit of 1 month – the percentage of the audience who was active from later - an 3 days after appearance and during 1 month

You can set up Rolling Retention limit for all myTracker reports at once or for a separate report in the Constructor. For more details, refer to Settings section

Example

Let's consider Retention and Rolling Retention on the first, second,...and sixth days after the first activity (app installs or visit a website). Hover over the summary rows of table:

Day 0
First activity
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6
A
B
C
D
E
Retention 2 of 5
40% ?
2 of 5
40% ?
2 of 5
40% ?
2 of 5
40% ?
1 of 5
20% ?
1 of 5
20% ?
Rolling Retention 4 of 5
80% ?
3 of 5
60% ?
3 of 5
60% ?
3 of 5
60% ?
2 of 5
40% ?
1 of 5
20% ?

Shouldn't compare Retention and Churn rate. Metrics describe intersecting but a different audience. Retention shows "the viability" of new devices and Churn rate shows "losses" among active devices of your project.