What is app retention rate?

App retention rate measures the percentage of downloaded devices that return and use the app after the original download. Day 1, Day 7, and later checkpoints reveal whether people discover lasting value or disappear after their first session.

Retention is what gives acquisition its meaning: segment it by app version, territory, and source to see whether a release improved the experience or a campaign attracted the wrong audience. If downloads rise while retention falls, growth may only be getting more expensive.

Kickstart puts retention beside downloads, sources, versions, and revenue, so you can tell whether new traffic is becoming lasting use.