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.

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. What is retention and how to calculate it
Retention, % =
(users retained) / (users who came)

3. What is retention and how to calculate it
Full Retention
http://www.applift.com/blog/user-retention.html

4. What is retention and how to calculate it
Classic Retention
http://www.applift.com/blog/user-retention.html

5. What is retention and how to calculate it
Rolling Retention
http://www.applift.com/blog/user-retention.html

6. What is retention and how to calculate it
Classic Retention vs Rolling Retention
http://www.gamasutra.com/blogs/TrevorMcCalmont/20130228/187460/

7. What is retention and how to calculate it
Return Retention
http://www.applift.com/blog/user-retention.html

8. What is retention and how to calculate it
Bracket-depended Return Retention
http://www.applift.com/blog/user-retention.html

9. What is retention and how to calculate it
devtodev.com: (classic) retention

10. What is retention and how to calculate it
devtodev.com: detailed view

11. What is retention and how to calculate it
devtodev.com: Rolling Retention

12. Why do you need to improve retention?
• 1-day retention;
• 7-day retention;
• 28-day retention.

13. Why do you need to improve retention?
http://gopractice.ru/retention/

14. Why do you need to improve retention?
1-day
retention
7-day
retention
28-day
retention

15. Why do you need to improve retention?
• Revenue = quantity * quality
• Revenue = N users * loyalty
• LTV = Σ retention * ARPDAU

16. Why do you need to improve retention?
• Retention increase by 5% leads to
revenue increase by 25-95%

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. 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. What is good retention?
• Weekdays
• Friday 2-5%
• Saturday, Sunday 2-5%

20. What is good retention?

21. What is good retention?
http://blog.gameanalytics.com/blog/what-analysing-400-games-taught-us.html

22. Что такое хороший retention

23. What is good retention?

24. What is good retention?

25. How to increase retention?
http://www.slideshare.net/404fest/3-40020343
• Step-by-step
opening the
application
features

26. How to increase retention?

27. How to increase retention?
http://www.the-village.ru/village/business/management/152181-buymeapie
• Frequent updates

28. How to increase retention?
http://zenna-apps.com/blog/engagement-retention-webinar-report
• Push-notification
• Return 5% to 20% users per day

29. How to increase retention?
http://zenna-apps.com/blog/engagement-retention-webinar-report
• Deep-linking
• Increases KPI by 20-50%

30. How to increase retention?
http://habrahabr.ru/post/162325/
• Story and characters

31. How to increase retention?
http://habrahabr.ru/post/162325/
• Quests

32. How to increase retention?
• Regular quests

33. How to increase retention?
http://habrahabr.ru/post/162325/
• Regular events

34. How to increase retention?
http://habrahabr.ru/post/162325/
• Cooperation with friends

35. How to increase retention?
http://habrahabr.ru/post/162325/
• Game layers

36. How to increase retention?
http://gopractice.ru/retention/
• Variable rewards

37. Questions?
• Thank you for your attention.
• Ask me your questions.