Retention is king

Retention is often the single most important measurement of any web or mobile application. It's arguably even more important than measuring revenue. If you have great retention but poor user life-time values (LTV) then you can normally refine and improve the latter. The opposite is not true. It's very hard to "fix" an application with low retention rates from the outset.

But what exactly is retention? If a user likes your application they will come back and use it again. Congratulations - you retained a user! The retention rate is the percentage of users that come back 1 day later (D1), 7 days later (D7), 14 days later (D14), and so on.

Measuring retention

Measuring retention in Calq is easy. The Retention Grid report gives an easy to digest overview of your recent retention values.

As with all reports in Calq, the Retention Grid can work with your custom action data. Cohorts can be set, filters can be applied, and follow-up actions can be processed. Want to know the retention rate for users that a) installed your app from a specific ad campaign, then b) went on to view a product 1, and 7 days later? No problem.

This makes it easy to segment your audience and measure retention when A/B testing your application, as well as making it simple to measure retention across custom cohorts.

Active users

Another great tool used for monitoring your application's retention is Calq's Active Users report. This shows the number of users that have used your application in the last 1, 7, and 30 days.

As before, this report can be filtered to specific actions and custom properties.


Know your retention rates and keep a close eye on them. Comparing your values to industry averages will let you know where you stand, but ultimately you goal should be to always improve your rates. Do this through constant iteration on your product and monitoring of the results (preferably with Calq - but we're biased!).