Retention report

Retention measures the number of active app users you have from user acquisition campaigns. As a marketer, your goal is to keep users engaged so that they come back for more. Retention is the metric that you use to record the app open rate over time.  Use the retention rate metric to:

  • Uncover which channels and campaigns bring the most engaged users
  • Perform LTV optimization
  • Measure 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

To view the Retention report:

  1. Goto Dashboard > Retention.
  2. Select the time period for which you want to view the Retention Report. The dates relate to the acquisition date.
  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 the cell.


Agencies can access the retention report but require the advertiser's permission to do so.

To enable agency access to the Retention report:

  • The advertiser, in the integrated partner agency permissions tab, needs to enable Allow access to your retention report
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