Retention report


Retention is a measure of how many existing users are active in your app. As a marketer, your goal is to keep engaged users coming back for more. This makes Retention one of the most important metrics that allow you to record the app’s open rate over time. Retention rate metric is useful for:

  • Showing which channels and campaigns bring the most engaged users
  • Enabling LTV optimizations
  • Measuring product usability after version updates


How does your app's retention rate compare with other apps?
Check out our benchmarks breakdown per vertical and country.

Viewing the retention report

  1. Click Retention under the Reports section of the Dashboard.
  2. Select the time period for which you want to view the Retention Report.
  3. Select the dimensions for which you want to aggregate the report.
  4. Apply the filters you want to use.
  5. Click Go.

The color of the cells corresponds to the rate: the higher the Retention rate of a cohort on a specific day, the darker is the cell.


To be able to use the Retention Report as an Agency, you first need to be given permission from the advertiser, who then needs to toggle the relevant switch to On to allow access (read more about Agency permissions here):

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