The Retention feature in User Insights pulls in quarterly retention rates for selected apps and calculates how long users continue to use an app on a 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.

You can narrow down the data shown geographically. Country-level retention trends are available for 12 countries: US, Australia, France, Germany, United Kingdom, Italy, Canada, South Korea, Japan, Brazil, India, and Spain. Retention can also be viewed by region.

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 period. 
• Active devices during the entire retention period: the 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 by 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 users’ active devices log a session 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 3rd, Day 3 = May 4th, Day 7 = May 8th and so on. Our Retention definition matches Apple's app analytics metrics and dimensions definitions. 

Below the graph of the Retention curve, there is a table with more details on the data from the graph. All of this data is also Exportable to a CSV via the blue Download CSV button.