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What are the most effective ways to measure mobile game user retention?

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User retention is one of the most important metrics for mobile game developers and publishers. It measures how loyal and engaged your players are, and how well your game meets their needs and expectations. But how do you measure user retention effectively, and what are the best practices to optimize it? In this article, we will explore some of the most effective ways to measure mobile game user retention, and how to use them to improve your game design, monetization, and marketing strategies.

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Ricardo Guzmán R.

Growth Marketer ?????? Analytics & Data Storyteller

1 Define user retention

User retention is the percentage of users who return to your game after a certain period of time, usually measured in days, weeks, or months. For example, if you have 100 users who installed your game on day 1, and 20 of them played your game on day 7, your day 7 retention rate is 20%. User retention can vary depending on the type, genre, and target audience of your game, but generally, higher retention rates indicate higher user satisfaction and loyalty.

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Cristóbal Alvarez Teruel

Director Global de Marketing Digital e Innovación Tecnológica | Linkedin Top Voice | Harvard Executive Program | PhD Candidate
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User retention in the smartphone realm is the digital Darwinism gauge. It's not just a metric, it's a reality check. Your example shows a 20% Day 7 retention rate for a game - that's like keeping only one in five users engaged while the rest vanish. High retention rates signal user satisfaction and loyalty, a crucial currency in the relentless market of apps and games. It's about creating an irresistible digital gravity.

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Rinkalkumar Bhanderi

Using Positioning, Conversion, Growth To Transform How Businesses Run
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Defining based on your criteria is very important like user returning to game in so and so time frame, user sticking with game for so and so time, effectiveness of your messages and getting them play the game again and again, when something is not right, these numbers starts reflecting it and you have a pro active approach to go froward which can compress the damage on your balance sheet :).

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2 Choose the right retention metrics

User retention can be measured in different ways, each providing unique insights into your game performance and user behavior. Classic retention measures how many users come back to your game on a specific day after the first session, while rolling retention looks at how many users return at least once within a certain time frame. Interval retention, on the other hand, measures how many users come back to your game on a regular interval after the first session. Each of these metrics can help you understand different aspects of your game, such as its level of engagement or longevity. To get the most out of user retention metrics, choose the ones that best fit your game goals and genre, and monitor them over time.

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Ricardo Guzmán R.

Growth Marketer ?????? Analytics & Data Storyteller
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La mejor forma de medir la retención es por cohortes de registro en rangos de tiempo mensual o semanal. De esta forma podemos comparar cuantos usuarios se mantuvieron activos en el mes 1, 2 o 3 respecto al tiempo objetivo de permanencia. Si es un juego para móviles la actividad se debe medir en base a pagos realizados

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3 Segment your users

User retention is not the same for all users, so to measure it more accurately and effectively, it is important to segment users based on different criteria. Acquisition source, demographics, and behavior are all good criteria to consider when segmenting users. Acquisition source can help you evaluate the quality and performance of your user acquisition channels, while demographics can help you understand the preferences and behaviors of different user groups. Additionally, segmenting users by behavior can help you identify the most valuable and loyal users, as well as the most critical and risky ones. By segmenting users in this way, you can measure user retention more granularly and meaningfully, and discover the factors and drivers that affect it.

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Cristóbal Alvarez Teruel

Director Global de Marketing Digital e Innovación Tecnológica | Linkedin Top Voice | Harvard Executive Program | PhD Candidate
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Segmenting your users is like being a digital Sherlock Holmes. It's not about treating all users as a monolithic block. Instead, it's about dissecting your audience into distinct, manageable cohorts based on acquisition sources, demographics, and behaviors. Think of it as a strategic dissection. Acquisition sources reveal the quality of your user-funnelling channels. Demographics peel back layers of user preferences and behaviors. And behavioral segmentation? That's the goldmine. It lets you pinpoint your VIPs and the potential troublemakers. By slicing your user base this way, you're not just measuring retention; you're unlocking a treasure trove of insights that can drive your strategy. It's about turning data into a strategic weapon.

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4 Analyze your user retention funnel

Your user retention funnel is the journey that your users take from the first session to the last session, and the stages and steps that they go through along the way. Analyzing your user retention funnel can help you measure user retention more holistically and strategically, as well as pinpoint areas and opportunities for improvement. To do this, you must define your user retention funnel based on game objectives and genre, track it using analytics tools and dashboards, and optimize it using data-driven methods. This process can assist in measuring user retention more comprehensively and actionably, while also increasing user lifetime value and revenue.

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5 Benchmark your user retention

Measuring your user retention is not enough; you also need to compare it with your competitors and industry standards to see how you stand out and where you can improve. Benchmarking your user retention can help you measure user retention more objectively and realistically, and set realistic and achievable goals. Some of the ways to benchmark your user retention are using industry reports and surveys, competitive intelligence tools, and peer feedback and reviews. With these tools, you can compare your game to the average and median user retention rates for your game category and genre, as well as the user retention rates and strategies of your direct and indirect competitors. Additionally, you can learn from the best practices and mistakes of other game developers and publishers. Benchmarking your user retention can help you measure user retention more competitively and creatively.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most effective ways to measure mobile game user retention?

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1 Define user retention

2 Choose the right retention metrics

3 Segment your users

4 Analyze your user retention funnel

5 Benchmark your user retention

6 Here’s what else to consider

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