The Retention feature in App Analysis pulls in quarterly retention rates for selected apps and calculates how long users continue to use an app regularly by measuring the number of active devices on any given day. Retention gives you the exact percentages of the average user's chance to continue using the app after a specific day.
The graph will show the retention rates from Day 1 (Day after installation) all the way to Day 90 for up to 5 selected apps. Daily retention is defined as the number of active devices on day X / active devices during the entire retention period.
Active devices on day X: The number of unique devices with at least one session on Day X" during the selected retention period.
Active devices during the entire retention period: total number of active devices where the user has at least one session throughout the entire retention period.
Retention = number of active devices on day X / total active devices during the entire retention period
For example, if an app was first downloaded 120 users on May 1st and after 90 days, 100 of those users opened an app at least once, their 100 devices become 100 active devices (The leftover 20 are taken out).
If 30 of these user’s active devices log a session with the on May 8th (7 days after the initial download) then the retention will be 30% on day 7.
Note: Day 0 = May 1st, Day 1 = May 2nd, Day 2 = May 4rd, Day 3 = May 4th, Day 7 = May 8th and so on. Our definition matches Apple's definition
Below the graph of the Retention curve, there is a table with more details into the data from the graph.
All of this data is also Exportable to a CSV via the blue Download CSV button.