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V A S I L I Y S A B I R O V ,
L E A D A N A L Y S T | D E V T O D E V . C O M
A P R I L 2 8 , 2 0 1 5
Together Forever:
ev...
What is retention and how to calculate it
Retention, % =
(users retained) / (users who came)
What is retention and how to calculate it
Full Retention
http://www.applift.com/blog/user-retention.html
What is retention and how to calculate it
Classic Retention
http://www.applift.com/blog/user-retention.html
What is retention and how to calculate it
Rolling Retention
http://www.applift.com/blog/user-retention.html
What is retention and how to calculate it
Classic Retention vs Rolling Retention
http://www.gamasutra.com/blogs/TrevorMcCa...
What is retention and how to calculate it
Return Retention
http://www.applift.com/blog/user-retention.html
What is retention and how to calculate it
Bracket-depended Return Retention
http://www.applift.com/blog/user-retention.html
What is retention and how to calculate it
devtodev.com: (classic) retention
What is retention and how to calculate it
devtodev.com: detailed view
What is retention and how to calculate it
devtodev.com: Rolling Retention
Why do you need to improve retention?
• 1-day retention;
• 7-day retention;
• 28-day retention.
Why do you need to improve retention?
http://gopractice.ru/retention/
Why do you need to improve retention?
1-day
retention
7-day
retention
28-day
retention
Why do you need to improve retention?
• Revenue = quantity * quality
• Revenue = N users * loyalty
• LTV = Σ retention * A...
Why do you need to improve retention?
• Retention increase by 5% leads to
revenue increase by 25-95%
What is good retention?
• paid/organic traffic
• Organic traffic 15,8%
• CPI 12,7%
• CPE 19,2%
http://nativex.com/blog/ret...
What is good retention?
• Retention became older
http://andrewchen.co/mobile-retention-benchmarks-for-2014-vs-2013-show-a-...
What is good retention?
• Weekdays
• Friday 2-5%
• Saturday, Sunday 2-5%
What is good retention?
What is good retention?
http://blog.gameanalytics.com/blog/what-analysing-400-games-taught-us.html
Что такое хороший retention
What is good retention?
What is good retention?
How to increase retention?
http://www.slideshare.net/404fest/3-40020343
• Step-by-step
opening the
application
features
How to increase retention?
How to increase retention?
http://www.the-village.ru/village/business/management/152181-buymeapie
• Frequent updates
How to increase retention?
http://zenna-apps.com/blog/engagement-retention-webinar-report
• Push-notification
• Return 5% ...
How to increase retention?
http://zenna-apps.com/blog/engagement-retention-webinar-report
• Deep-linking
• Increases KPI b...
How to increase retention?
http://habrahabr.ru/post/162325/
• Story and characters
How to increase retention?
http://habrahabr.ru/post/162325/
• Quests
How to increase retention?
• Regular quests
How to increase retention?
http://habrahabr.ru/post/162325/
• Regular events
How to increase retention?
http://habrahabr.ru/post/162325/
• Cooperation with friends
How to increase retention?
http://habrahabr.ru/post/162325/
• Game layers
How to increase retention?
http://gopractice.ru/retention/
• Variable rewards
Questions?
• Thank you for your attention.
• Ask me your questions.
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Together Forever: everything about retention

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Published on

devtodev lead analyst Vasiliy Sabirov tells everything you always wanted to know about retention but were afraid to ask:

1. What is the retention and how it is measured.
Review of existing retention calculation methods.

2. What is the perfect retention?
Examples from the industry.

3. What determines the retention?
Free / paid traffic, different platforms, even the days of week.

4. What depends on retention.
How retention is connected with another KPI and primarily KPI.

5. How to improve retention?
Different cases from those projects who increased their retention values.

Published in: Mobile

Together Forever: everything about retention

  1. 1. V A S I L I Y S A B I R O V , L E A D A N A L Y S T | D E V T O D E V . C O M A P R I L 2 8 , 2 0 1 5 Together Forever: everything about retention
  2. 2. What is retention and how to calculate it Retention, % = (users retained) / (users who came)
  3. 3. What is retention and how to calculate it Full Retention http://www.applift.com/blog/user-retention.html
  4. 4. What is retention and how to calculate it Classic Retention http://www.applift.com/blog/user-retention.html
  5. 5. What is retention and how to calculate it Rolling Retention http://www.applift.com/blog/user-retention.html
  6. 6. What is retention and how to calculate it Classic Retention vs Rolling Retention http://www.gamasutra.com/blogs/TrevorMcCalmont/20130228/187460/
  7. 7. What is retention and how to calculate it Return Retention http://www.applift.com/blog/user-retention.html
  8. 8. What is retention and how to calculate it Bracket-depended Return Retention http://www.applift.com/blog/user-retention.html
  9. 9. What is retention and how to calculate it devtodev.com: (classic) retention
  10. 10. What is retention and how to calculate it devtodev.com: detailed view
  11. 11. What is retention and how to calculate it devtodev.com: Rolling Retention
  12. 12. Why do you need to improve retention? • 1-day retention; • 7-day retention; • 28-day retention.
  13. 13. Why do you need to improve retention? http://gopractice.ru/retention/
  14. 14. Why do you need to improve retention? 1-day retention 7-day retention 28-day retention
  15. 15. Why do you need to improve retention? • Revenue = quantity * quality • Revenue = N users * loyalty • LTV = Σ retention * ARPDAU
  16. 16. Why do you need to improve retention? • Retention increase by 5% leads to revenue increase by 25-95%
  17. 17. What is good retention? • paid/organic traffic • Organic traffic 15,8% • CPI 12,7% • CPE 19,2% http://nativex.com/blog/retention-rates-for-cpe-campaign-blow- away-cpi-campaign-rival-organic/
  18. 18. What is good retention? • Retention became older http://andrewchen.co/mobile-retention-benchmarks-for-2014-vs-2013-show-a- 50-drop-in-d1-retention-guest-post/
  19. 19. What is good retention? • Weekdays • Friday 2-5% • Saturday, Sunday 2-5%
  20. 20. What is good retention?
  21. 21. What is good retention? http://blog.gameanalytics.com/blog/what-analysing-400-games-taught-us.html
  22. 22. Что такое хороший retention
  23. 23. What is good retention?
  24. 24. What is good retention?
  25. 25. How to increase retention? http://www.slideshare.net/404fest/3-40020343 • Step-by-step opening the application features
  26. 26. How to increase retention?
  27. 27. How to increase retention? http://www.the-village.ru/village/business/management/152181-buymeapie • Frequent updates
  28. 28. How to increase retention? http://zenna-apps.com/blog/engagement-retention-webinar-report • Push-notification • Return 5% to 20% users per day
  29. 29. How to increase retention? http://zenna-apps.com/blog/engagement-retention-webinar-report • Deep-linking • Increases KPI by 20-50%
  30. 30. How to increase retention? http://habrahabr.ru/post/162325/ • Story and characters
  31. 31. How to increase retention? http://habrahabr.ru/post/162325/ • Quests
  32. 32. How to increase retention? • Regular quests
  33. 33. How to increase retention? http://habrahabr.ru/post/162325/ • Regular events
  34. 34. How to increase retention? http://habrahabr.ru/post/162325/ • Cooperation with friends
  35. 35. How to increase retention? http://habrahabr.ru/post/162325/ • Game layers
  36. 36. How to increase retention? http://gopractice.ru/retention/ • Variable rewards
  37. 37. Questions? • Thank you for your attention. • Ask me your questions.

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