From onboarding to messaging, there are plenty of ways to keep users returning even weeks after install. As such, it's the biggest chance you have to keep them. Subscribe to our newsletter below to receive updates from us as they happen: Whenever we talk about industry benchmarks, app retention rates are a special focus for Adjust. Keeping your app above the averages usually means it’s doing quite well. © 2015-2021Mediagene Inc.All Rights Reserved. This includes sharing user stories to making competitive ranking tables. We produce new reports every quarter to keep you up to date, and this extends well beyond just retention rates. You can learn more about segmentation, why it matters and how our Audience Builder changes the game, here. In almost every app experience, users can find frustration. For example, in our Global App Trends Report 2019, we asked whether the fastest growing verticals also retain users. That means if you have kept more than a third of users on the first day after install, you would actually have a very high-performing app, at least in terms of retention. Cheat Sheet: Apple has set a date for its privacy push on advertising. On the flipside, Educational apps have poor retention, with just 6% returning on Day 7. Apart from Utilities, all other apps retain less than a quarter by Day 2 – something to keep a note of when comparing your own success on Day 1. You can also utilize the audience on your platform in your messaging. Essentially, this is a figure that establishes your app’s churn, or the number of people who leave your app entirely. Now that we have benchmarks, how can they improve? This is the highest performing average in the upper-quartile range. They also have around 2.2 sessions per day. Apple’s iOS 14.5 — and the talk of the town, its accompanying privacy updates — are live. It's not enough to follow a one-size-fits-all approach when it comes to retention. Anywhere between 35-60% rate of retention on Day 1 means you have a great app. Whether it's speed improvement, imbalances in difficulty, or even spelling mistakes which could be letting you down, it's important to find those pain points and remove them. We often see a bump in the metrics at this point, as users are drawn back to the app in small but significant numbers through reengagement. 編集部 Publications apps on Android reach slightly above 41% of retention, the highest in the group. Since conducting this test, we have released several benchmark reports with fresh data. Sports lose 18% of their users, while Mid-core Games lose 14% on average. Optimizing your creatives to engage different types of app users can have an instant impact on your retention rate. Only Publications (16%) and Utilities (11%) have kept a tenth or more of their users. In order to get a better idea of the averages you’d want to reach for ‘good retention,’ let’s break this down a little more by looking at retention rates by day and per vertical. In fact, a Localytics study shows that nearly one in four users will only use an app once before they churn. If you learn that retention significantly drops at a certain point within that period, it could be your goal to retain users beyond this date. Three weeks on from day one and most apps now hit single figure rates of retention. There are many means to re-engage users, bringing them back to your app. To ensure your app’s retention rates have the highest retention possible, here are some best practices every marketer should know. Those users, who are staying active in your app for longer periods of time, are more likely to provide more engagements and monetize. Retention rates enable marketers to understand their app’s performance over time (per user). That, and first impressions count, so make sure that your experience is incredible from the first interaction new users have with your app. Segmenting your users can really help with this, and also make retargeting much more effective. In the study below, we’ve taken the median figure from all categories. See if your retention outperforms the figures below: It’s interesting to note the 14-15% drop in retention from the first week to the second. We’ve separated Android and iOS, because we see that their performance often differs, and collating the two may not be so useful for developers who stick to a single platform. If your own analysis reveals a disparity, it could be an issue with the functionality of your app on a particular device. Now comes the hard part. We also found that this varies depending on app vertical. While some categories like Entertainment and Educational have kept less than 5% of all users, the average for day 30 is 6%. News and Comics apps have the highest retention rates by Day 7, with 31% and 28%, respectively. This indicates that if a user is willing to stay for three weeks, they are long-term loyal customers that could stay much longer than the 30-day period. From location to user preferences, there are plenty of ways to craft unique experiences for different users to keep their attention on you. The average across all categories is 7%. To stay up to date with Adjust’s reports, subscribe to our newsletter below. Why users leave apps over time is a factor that we try and investigate when we talk about mobile benchmarking, and with the reams of data we receive, there's lots to look into. The final day in our dataset and, interestingly, little has changed from day 21. Any less and the likelihood of churning is greater. This means, broadly speaking, that any percentage above this can be considered a good retention rate. Whether big or small, testing your latest features on different segments can work wonders in finding out how successful you might be without alienating your audience (and lowering retention) by releasing a new creation to the world. From Day 1 to Day 7, retention decreases to an average of 21%. For example, if you have a gaming app and notice that users often churn at the end of the onboarding period, you have now identified a key area to improve. A/B testing is the only surefire way of knowing that what you're trying is the best route to what you’d like to achieve. Make data-driven decisions with confidence with our solutions for iOS 14. Why users leave apps over time is a factor that we try and investigate when we talk about mobile benchmarking, and with the reams of data we receive, there's lots to look into. Day 1 typically sees the highest rate of retention before a huge drop-off on Day 2. To begin with, we averaged out the performance of all our verticals to give you the figures below. We’ll also compare significant days in a marketing period. 2021/4/27, 何カ月にもわたる憶測と混乱のあと、Apple待望のプライバシー保護強化施策が実行されます。理論的には、この瞬間のための準備が、水面下でずっと進められてきたはずですが、市場は次に来ることへの準備ができていないようです。, とはいえ、まだ逃げ出す必要はありません。少なくとも、AppleのATT（App Tracking Transparency）機能について知っておくべきことをまとめた、この入門書を読むまでは…。以下、Q&A形式でお届けします。, これは、広告事業者がユーザーを追跡できるように、Appleデバイスのユーザーに対して、デバイスに関連付けられたモバイル識別子（IDFA）へのアクセスをアプリに許可するよう促す通知です。そのプロンプトは次のように表示されます。「”アプリX”が他社のAppやWebサイトを横断してあなたのアクティビティの追跡することを許可しますか？ トラッキングは広告効果の測定や分析などのために利用します」。メッセージのあとには、「Appにトラッキングしないように要求」 または 「許可」 という2つのボタンが表示されます。, もしあなたが、追跡のためにユーザーレベルのデータを集約することに依存している企業の場合、悪い知らせとなるでしょう。なぜなら、ターゲット設定と測定が難しくなるからです。実際、Appleはターゲティング広告に目もくれず、SKADNetworkのおかげで広告の測定もせいぜい鈍いものになっています。SKADNetworkとは、ユーザーが追跡を拒否した場合に、モバイル広告キャンペーンのアトリビューションが行われる方法です。同様に、ウェブイベントが同じ人物に対して、どのようにアトリビューションするかを示す、プライベート・クリック・メジャメント（Private Click Measurement）というソリューションもあります。基本的にどちらもひとつのイベントについてのみ、ユーザーでなくキャンペーンレベルで広告データを集計します。, 通常、誰かが広告をクリックすると、そのデータとその後の行動は、その広告を出稿している企業によって追跡されます。ATTでは、その誰かが「追跡を許可しない」とした場合、その後の追跡は行われません。その代わり、その企業はキャンペーンレベルでのみ、ユーザーごとにひとつのアクションしか、アトリビューションできないのです。そのため、その人が広告によって、どのような影響を受けたかという詳細な情報は失われてしまいます。このような場合、マーケターは広告キャンペーンによる収益を追跡できなくなります。また、キャンペーンに起因するイベントがひとつだけの場合、マーケティング担当者が最適化できる対象が制限されるだけでなく、ターゲットにできる対象も制限されます。当然のことながら、リターゲティングや粒度の細かいターゲティングに依存しているマーケターは、こうしたプロンプトが表示され始めたときに、失った金額を気にしています。, ATTが登場する前、FacebookはAppleユーザーがサイトやアプリで、どのように行動しているかに関する豊富なデータにアクセスできました。この情報を利用して、Facebookは人々がどのように行動し、その環境で何を購入するかに基づいて、詳細なプロフィールを作成できたのです。このデータはその後、その人物をターゲットとした広告を提供するために使用されました。しかし、Appleがこのデータを調整すれば、Facebookの広告ビジネスを抑制することになります。実際、メディアストラテジストで、ブログ「モバイル・デブ・メモ（Mobile Dev Memo）」のオーナーでもあるエリック・ソーファー氏は、第2四半期に、Facebookは収益の7%を失う可能性があると言っています。多くの点で、このデータはFacebookにとって、同じユーザーに関する独自データよりも価値が高いのです。, AppleはATTを非常に真剣に受け止めるでしょう。それには多くのものがかかっているからです。ATTは、同社のマーケティングの柱である顧客のプライバシー保護への試みを補強するだけでなく、Appleのコントロールが抑制された広告で動向が決められるアプリストアに対しても影響力を行使できるからです。AppleはATTが意図した通りに機能し、オンライン広告を麻痺させる必要があるのです。実際、アジャスト（Adjust）が最近発見したように、AppleはすでにATTを静かに施行し始めていました。, 長期的な利益のために、短期的には多少の痛みが伴うことをAppleは期待しています。ここで何かをしなければならなかったのです。ユーザーのデータが、当事者の預かり知らぬところで企業に切り刻まれていたのでは、持続可能ではないからです。アドテクベンダーやデータブローカーに悪用されていたことを考えると、多くの意味で、IDFAは廃止せざるを得ませんでした。先述のソーファー氏が、IDFAを「モバイル広告エコシステムの炭化水素」と表現するほど、IDFAはひどいものでした。, その通りです。オンライン広告のプライバシーポリシーを構築するための正しい方法は、パーソナライズの利点を維持すると同時に、誰かを追跡するための怪しげな慣行を排除することです。しかし、Appleが提案していることは、プライバシーに関する顧客への提案やアプリケーションストアの管理など、市場における自社の地位を強固にすることを重視しているように伺えます。つまり、最終的にはAppleが勝利するということですね。, 確かにそうです。しかし、その選択が自分のお気に入りのコンテンツにとって、どのような意味を持つかを理解している人は、どれくらいいるでしょうか？ 「デジタルプライバシーはトレードオフの関係にある」と、エンジン・メディア・エクスチェンジのCEOマイケル・ザカースキー氏は述べています。「業界として、我々は消費者を教育するために、十分な努力をして来なかった」。, パーソナライズされた広告でお金を稼ぐことができないために、アプリが無料ではいられなくなった場合、そのアプリは存在することが困難になります。そうなると、AppStoreへの依存度が高まり、結果的にAppleへの配信が難しくなります。ATTの通知には、このようにたくさんのニュアンスが詰め込まれてあるのです。, ［原文：Cheat Sheet: Apple has set a date for its privacy push on advertising. Note that there is only a small difference between retention averages for Android and iOS users. The rest of the group vary between 9-3%. If you've taken a look at our overview and don't see a performance match, it may be worth reviewing our tips below on ways to improve retention. Now comes the hard part］. Reaching successful retention on Day 1 is a good indication of how well your app might perform in the long run. We may point out (in some cases) when performance has been at its highest within a vertical, or period, but apart from these special cases we’ll look at the median figures, and what they could mean. We found that from the date of install to Day 1, apps will lose an average of 69% of their users. Within the first week of install, apps will lose 79% of users. Twitter has seen big brands pull their advertising, even as Facebook and Google cash in big from micro-targeting. The figures we have presented here are taken from our benchmarks from Q3 of 2016 (for our latest industry benchmarks, see here). This could be an effect of seasonality, as people take a break from learning to pick up fiction, magazines, and other leisurely reads throughout the summer. However, retention is just one metric among many, and it’s what you want to make of it that matters, depending on what you want the experience of your app to be. SKADNetworkとは、ユーザーが追跡を拒否した場合に、モバイル広告キャンペーンのアトリビューションが行われる方法です。同様に、ウェブイベントが同じ人物に対して、どのようにアトリビューションするかを示す、プライベート・クリック・メジャメント（Private Click Measurement It might seem a little broad, but it might provide an idea of typical performance per day. As we've seen in numerous benchmark reports, the highest amount of users leave between day zero and day one. In your analysis, you can look at how retention develops over a 30-day period. We also cover the state of mobile ad fraud and several performance metrics across 23 verticals. As on Day 1, publication apps rule on Android, with 24% of users retained. Social media has become a critical marketing tool for fashion apps: the global online fashion market is predicted to grow to $872 billion by 2023 and 74 percent of consumers rely on social networks to help them make purchase decisions. With 62% of users opening apps just 11 times, this is an essential metric for mobile marketers. That said, for most apps, it’s much better to keep your user base around, interested, and converting. If a large amount of users seem to be churning at the same point, your data analysis can reveal key areas for improvement. A retention rate is a metric that measures how many users keep on using an app. We also want to know why some categories perform better than others, and ultimately what makes a good retention rate for each vertical. That means that we are looking at the middle figures from all. In our wider dataset, we see apps in Social see at least 50% of users return on day one, and half of those are there by Day 7. Whenever we talk about industry benchmarks, app retention rates are a special focus for Adjust. Two weeks later, another 5% drift away from all apps, but by that point the core audience of about 6% has stabilized. Finding those moments where users leave, and never return, can help and later optimize user experience. But will iOS 14.5 be the big equalizer? If a user is using an app one day but doesn’t return on the next, then we track when that drop-off occurs, and map it to a retention rate. That is, days 1, 7, 21 and 30. The first week after install is typically when advertisers run retargeting campaigns. Other success stories include Social apps and Gaming. That said, Business apps still retain above 10%, and Utilities keeps users returning at a similar rate. Retention changes a lot over time. A good retention rate indicates that users are satisfied with the user experience.

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