R
Retention
An app’s ability to keep users after installation over a given period, such as D1, D7, or D30.
What to understand
Strong retention suggests that the marketing promise, onboarding, and product value are aligned.
Poor retention can limit the real impact of an ASO strategy that still performs well on acquisition.
It is both a product health metric and a marketing signal.
Related terms
Organic Install
An install generated without direct paid advertising, for example through store search, word of mouth, or natural visibility.
User Acquisition
All marketing actions aimed at generating new installs and growing an app’s user base.
Conversion Rate
The percentage of store listing visitors who complete the desired action, usually an install.
