Definition
Retention
The share of users who keep using your app after a period such as day 1, day 7 or day 30.
What is Retention?
Retention measures how many new users are still active after a given time. It reflects whether the app delivers what the listing promised.
Why it matters for ASO
Google Play considers engagement signals, and apps that people keep tend to be better recommendations. Poor retention also means wasted acquisition.
How to improve it
- Make the first minute of value obvious in onboarding.
- Keep the listing honest so expectations match reality.
- Use reviews to find what makes people leave.