Retention

Analyze how often users return to your application after their initial visit.

What is Retention?

Retention measures the percentage of users who perform a specific action (the "Return Event") after performing an initial action (the "Start Event"). It is the ultimate metric for measuring product-market fit.

Building a Retention Query

Navigate to the Retention tab.
Select the Start Event. For standard N-Day retention, this is usually Signed Up or App Installed.
Select the Return Event. This should represent the core value of your app (e.g., Song Played or Message Sent), but you can also use a generic event like App Opened.

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N-Day vs Unbounded Retention

Currently, Emp-Mix calculates N-Day Retention. This means if a user performs the Return Event on Day 3, they are counted as retained for Day 3, regardless of whether they performed the event on Day 1 or Day 2.

Reading the Retention Curve

The resulting chart displays a downward-sloping curve. Day 0 is always 100%. The steepness of the drop between Day 0 and Day 1 indicates your immediate churn. A curve that eventually flattens out (e.g., stays at 15% from Day 14 onwards) indicates you have a core base of returning users.