Retention rate

The share of users who return after installing, usually measured at day 1, 7 and 30.

Why it matters

Retention is the earliest honest signal of a game’s health and the ceiling on its LTV: a game that loses players on day one cannot be fixed with media spend. It is also the metric soft launches live or die on.

How justtrack handles it

justtrack reports retention by cohort and channel next to revenue, so you can see which sources bring players who stay.

Related terms

• Cohort analysis
• Churn
• Level funnel