Glossary | M | Mobile App Retention

What is mobile app retention?


Mobile app retention refers to an app’s ability to keep users coming back and is important because it shows app developers exactly what day in the app lifecycle users begin dropping off and offers insight as to why some don’t return. The obvious metric to measure mobile app retention is the app retention rate, or the percentage of users who continue engaging with an app over time.

Churn rate is the opposite of the retention rate and references how many users have uninstalled your app.