Retention Rate
Retention rate is the share of users who keep using your app after installing; stores increasingly use it as a quality and ranking signal.
Retention rate measures the percentage of users still active some number of days after install — commonly Day 1, Day 7, and Day 30. It is the clearest indicator of whether an app delivers lasting value.
Beyond product health, retention has become an ASO signal: both Apple and Google increasingly favor apps that users keep and engage with, since promoting sticky apps improves the store experience. Apps with strong retention tend to sustain rankings and featuring more easily.
This blurs the line between product and marketing — improving onboarding and core value doesn’t just reduce churn, it can directly improve discovery.