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Konstantin Khalyushev
ENRUESPT

Retention

Day 14 install retention

Of everyone who installed, the share still opening the app on day 14.

Denominator
installs
Cohort
an install cohort
Time horizon
day 14
Sources
2
Observations
4

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Each source is compared against independently. Nothing here is averaged across sources, and there is no combined industry figure. This runs entirely in your browser. Your figures are never sent anywhere, never stored, and never included in analytics — only which metric you chose is counted.

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Can these be compared?

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

These observations cannot be combined into one figure, so they are shown separately. Different platforms: cross-platform vs iOS.

Adjust — Insights into what makes a good mobile app retention rate 2024

Published 2024-04-16 · 3 observations

Sample
Adjust's measurement data across its client apps, all verticals combined for the platform figures and broken out by vertical and region elsewhere. The published article does not state a sample size.
How it is aggregated
Stated as median retention rates across verticals for the overall and platform figures. Vertical breakdowns are described in the article as 'average', so the statistic is not consistent throughout.
Measurement period
Not stated in the published article.
Denominator
installs

10%

Median

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Stated as the median across all verticals combined, broken out by platform. Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“Overall, retention rates across all platforms and verticals drop to 26% on day 1. By day 7, they hit 13%, and by day 14, they sit at 10%. At the end of the 30 days, the rate settles at 7%.”

Adjust — Insights into what makes a good mobile app retention rate 2024Published 2024-04-16What is a good retention rate? · All platforms and verticals

11%

Median

  • iOS

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“iOS shows higher retention rates, with 27% on day 1, 14% on day 7, and 11% on day 14. By day 30, iOS maintains an 8% retention rate.”

Adjust — Insights into what makes a good mobile app retention rate 2024Published 2024-04-16What is a good retention rate? · iOS

8%

Median

  • Android

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“The decline is slightly more pronounced for Android users, with a 24% retention rate on day 1, 11% on day 7, and 8% by day 14. By day 30, the Android retention rate is 6%.”

Adjust — Insights into what makes a good mobile app retention rate 2024Published 2024-04-16What is a good retention rate? · Android

Adjust — Mobile app retention benchmarks for 2023 2023

Published 2023-01-01 · 1 observation

Sample
Adjust measurement data covering calendar year 2022, reported globally and by region and vertical. No sample size stated.
How it is aggregated
Explicitly stated as median global retention rates, with 2021 medians given for comparison.
Measurement period
Calendar year 2022.
Denominator
installs

9%

Median

  • Calendar year 2022

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Explicitly stated as median global retention rates for calendar year 2022. Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“Day 1, Day 14, and Day 30 all saw a percentage drop of 1%, revealing median 2022 global retention rates to be 25%, 9%, and 6%, respectively.”

Adjust — Mobile app retention benchmarks for 2023 2023Published 2023-01-012022 global retention rates

Pairwise comparability

The verdict below is produced by a fixed set of rules, not a model. It looks at the metric definition, the denominator, the cohort, the statistic, the segment, the dataset and the publication dates, and reports every reason it found.

Adjust 2024 10%Adjust 2023 9%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different sub-segments: not broken out vs calendar year 2022.
  • Different aggregation methods. Adjust 2024: medians across verticals, averages for the vertical cuts. Adjust 2023: medians across verticals.

Adjust 2024 11%Adjust 2023 9%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different platforms: iOS vs cross-platform.
  • Different sub-segments: not broken out vs calendar year 2022.
  • Different aggregation methods. Adjust 2024: medians across verticals, averages for the vertical cuts. Adjust 2023: medians across verticals.

Adjust 2024 8%Adjust 2023 9%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different platforms: Android vs cross-platform.
  • Different sub-segments: not broken out vs calendar year 2022.
  • Different aggregation methods. Adjust 2024: medians across verticals, averages for the vertical cuts. Adjust 2023: medians across verticals.

Adjust 2024 10%Adjust 2024 11%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different platforms: cross-platform vs iOS.

Adjust 2024 10%Adjust 2024 8%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different platforms: cross-platform vs Android.

Adjust 2024 11%Adjust 2024 8%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different platforms: iOS vs Android.

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