8 guaranteed ways to increase app retention

Increase app retention: How to boost retention rates across the user journey

Most mobile apps lose the majority of their users just days after download. Not months. Days. And if you’ve spent time and money getting someone to install your app, that kind of drop-off hurts.

Retention is what separates the apps people actually use from the ones they forget about. In this guide, we’ll break down what app retention really means, why it matters so much, and how you can improve it across the entire user journey, from first launch to long-term loyalty.

Whether you’re building a subscription app or trying to grow a freemium product, this article gives you practical steps to keep more users around and happy.

Key takeaways

• Most retention problems start during onboarding, and they’re fixable

• Behavioral segmentation and lifecycle messaging drive better in-app engagement

• Measuring retention correctly means tracking day 1, 7, and 30, plus what happens next

• Personalization, pricing, and paywalls are critical levers for subscription apps

What is app retention and why does it matter?

App retention is a simple idea. It’s about how many people come back to your app after installing it. But that number can reveal a lot about how well your product actually works.

Let’s say 1,000 people download your app today. If only 200 of them are still using it a week later, your 7-day retention rate is 20 percent. That tells you something important. Are users getting value fast enough? Did something in the experience turn them off? Or did they just forget your app was there?

Good retention means people are sticking around. They find your app useful, they come back regularly, and maybe even tell others. Low retention usually means something’s missing. It could be the onboarding, the value proposition, the notifications, or something deeper in the product.

Why retention matters

• Keeping users is cheaper than finding new ones. Acquiring users costs money. If most of them drop off right after install, you’re wasting budget and time.

• Retention drives revenue. Especially in subscription apps, retention has a direct impact on how much money you make. If people churn before subscribing or after their first billing cycle, it’s hard to grow.

• It shows product-market fit. When people keep coming back, it’s usually because your app solves a real need. If they bounce early, you might have a mismatch between what users want and what your product delivers.

How to calculate retention

One of the most common methods is cohort analysis. Here’s how it works:

1. Start with a group of users who downloaded the app on the same day.

2. Track how many of those users return on future days — like day 1, day 7, or day 30.

3. Divide the number of returning users by the number of original users. That gives you a percentage.

So if 500 users install the app on July 1st, and 150 of them come back on July 8th, your day 7 retention rate is 30 percent.

What’s considered a good retention rate?

It depends on your app category, but here’s a rough guide:

• Day 1: 25 to 40 percent is decent

• Day 7: 15 to 25 percent is typical

• Day 30: 5 to 15 percent is common

Gaming apps often see lower retention, while finance, health, and productivity apps tend to do better. Apps that become part of a daily or weekly routine usually hold onto users more effectively.

The takeaway? Retention is a key signal that tells you if people find your app useful enough to keep coming back. If you’re not tracking it, you’re flying blind.

How to measure app retention: The metrics that matter

Tracking retention sounds simple at first. Just see who comes back, right? But the way you measure it can completely change how you interpret what’s happening inside your app.

To really understand retention, you need the right metrics, the right tools, and a way to read the numbers that actually makes sense. Let’s break it down.

The most important retention milestones

There are three core checkpoints that most teams track. Each one tells you something slightly different about user behavior.

• Day 1 retention
  This shows how many users come back the day after they first install the app. It’s a good indicator of whether the onboarding app experience worked. If people don’t return after day one, they probably didn’t find enough value to give it a second chance.

• Day 7 retention
  This tracks who’s still around after a week. It tells you if users are starting to form a habit or if the initial interest wore off quickly.

• Day 30 retention
  This is the long-term test. If users are still active after a month, you’re doing something right. They’ve likely made your app part of their routine or workflow.

Some teams go further and track day 60 or 90 retention, especially for subscription apps, but day 1, 7, and 30 are the usual benchmarks.

Rolling vs. return retention

There are different ways to define "active" users, and that matters when calculating retention.

• Return retention looks at whether users came back on a specific day. For example, out of everyone who installed the app on July 1st, how many returned exactly on July 8th?

• Rolling retention is more forgiving. It tracks if users came back at all after a certain day. So if a user opens the app any time after day 7, they count.

Rolling retention usually shows higher numbers, but return retention gives a clearer view of consistency and habit-building.

The tools that help you track it

If you’re serious about measuring retention, you’ll need the right analytics setup. Here are some tools that most product teams rely on:

• Firebase — great for mobile analytics, and it’s free

• Amplitude — useful for product teams that want cohort analysis and funnels

• Mixpanel — helps visualize user paths and behaviors over time

• Heap — captures user activity without needing a ton of manual tagging

• Purchasely — ideal if you're focused on subscription apps and want to track retention alongside pricing and paywall performance

Most tools let you set up retention cohorts, see drop-off points, and visualize curves over time. That last part is important, because how you read a retention curve can tell you what to fix next.

How to read a retention curve

A retention curve is just a line graph that shows what percentage of users are still active over time. Most curves drop fast in the first few days, then start to flatten out.

Here’s what to look for:

• Steep early drop? You might have an onboarding problem.

• Flatline at zero? People aren’t finding any value at all.

• Gradual taper with a long tail? That’s actually a good sign. It means you’re building a loyal base.

A small group of long-term users can be more valuable than a big spike of installs that vanish. Focus on where the curve levels out — that’s your true core audience.

The stages of app retention: Framework for targeting users by lifecycle

Retention isn’t one single event. It changes over time. What keeps someone coming back on day 1 isn’t the same thing that keeps them around after a month. That’s why it helps to break retention into stages, based on where someone is in their journey.

Think of it like this: new users, casual users, and loyal users all need different things. If you treat them the same, you’ll lose them.

Here’s a simple way to map it out.

Onboarding (activation stage)

This is the first experience someone has with your app. The goal is to get them to that “aha” moment fast — the point where they understand the value and want to keep using it.

Things to focus on:

• Make signup quick and painless

• Guide them through core features without overwhelming them

• Personalize the experience if you can (language, content, plan, etc.)

• Highlight the first win — whether it’s setting up a habit tracker, completing a workout, or saving money

If users don’t come back after day one, the onboarding probably didn’t land. That’s usually where most drop-off happens.

Short-term retention (first week)

Now that they’ve had a taste of the product, the question is whether they’ll make it part of their routine.

At this stage, you want to:

• Encourage daily or repeat use through value-based reminders

• Highlight features they haven’t tried yet

• Reinforce progress — show streaks, habits formed, or content unlocked

• Ask for feedback to understand any friction

Short-term retention is about habit formation. If users get into a rhythm during the first week, they’re more likely to stick around long term.

Mid-term retention (weeks 2–4)

This is where casual users either turn into regulars or disappear. You’ve got their attention, but you need to keep it fresh.

Here’s what helps:

• Introduce new content or feature drops

• Segment users based on behavior and personalize the experience

• Offer incentives to keep them engaged (like loyalty points, unlocks, or free trials)

• Start showing more value tied to their long-term goals

Mid-term retention is also a good time to nudge toward conversion if you’re using a freemium model.

Long-term retention (month 2 and beyond)

At this point, you’ve got loyal users. They’ve seen the value and made your app part of their life. But even loyal users can churn if they get bored or find something better.

To keep retention high here:

• Continue evolving the product — surprise them with new features or improvements

• Celebrate milestones (30-day streaks, anniversaries, upgrades)

• Ask for reviews or referrals, since these users are your best advocates

• Keep messaging relevant to their usage patterns and preferences

If someone’s still around after two months, they’re invested. Your job now is to keep delivering value and stay useful over time.

9 proven strategies to increase app retention

Retention doesn’t just happen on its own. You need to design for it.

That means thinking about how users feel at every stage of their journey — from first launch to week three and beyond. The strategies below are used by successful apps to keep people engaged, reduce churn, and create habits that stick.

You don’t have to do all of them at once. But even picking one or two to test can make a big difference.

Let’s start with one of the most important places to focus: onboarding.

1. Build a frictionless, goal-oriented onboarding

First impressions count. If users hit a wall during onboarding — too many steps, too much explanation, not enough payoff — they’ll drop off before they even get to the good stuff.

The best onboarding flows do three things well:

• They keep things short and focused

• They guide the user to a clear first win

• They adapt based on user intent or profile

For example, if someone opens a fitness app, they’re probably trying to lose weight, build muscle, or stay consistent. Ask them what they’re aiming for, and tailor the setup flow to match. Then, walk them through just the features that help with that goal.

Skip the full tour. People don’t want to learn everything right away. They want to see results fast.

Some other tips:

• Use progress bars or steps so users know where they are

• Show benefits, not just instructions

• Delay permissions until they’re necessary (e.g. ask for notifications after the user takes a key action)

If your day 1 retention is low, onboarding is often the first thing to fix. Try simplifying it, personalizing it, or cutting it down to just the essentials.

2. Use behavioral triggers for lifecycle messaging

People don’t drop off randomly. Usually, they stop using your app because something got in the way — they got confused, lost interest, or didn’t see the value.

That’s where lifecycle messaging comes in. Instead of sending the same emails or push notifications to everyone, you can trigger messages based on what a user actually does (or doesn’t do).

Let’s say a user signs up but doesn’t finish onboarding. 

You could send a friendly nudge a few hours later, reminding them to complete their setup. If someone hasn’t opened the app in three days, maybe send a push with a useful tip or feature they haven’t tried yet.

Some real examples:

• A meditation app sends a gentle reminder in the evening if a user hasn’t logged a session

• A finance app emails users when they hit a savings milestone

• A language app gives a quick “you’re on a 3-day streak” push to encourage daily practice

The goal is to match your message to where the user is in their journey. Done right, this kind of messaging feels helpful, not annoying.

To get started, map out your key user paths — then build simple triggers based on high-impact behaviors like:

• Finished onboarding

• Used a feature for the first time

• Missed a session or daily use

• Completed a goal or milestone

Over time, this kind of smart messaging keeps users engaged and gently pulls them back in when they start to drift.

3. Personalize in-app experiences based on intent

Not all users are the same. Some come in looking to solve a quick problem. Others are exploring long-term value. If your app treats them all the same, you risk turning off the ones who don’t fit the default experience.

Personalization helps here. And it doesn’t have to be complicated.

Start by asking a simple question during onboarding — like what goal the user wants to achieve or what experience level they have. Use that info to adjust what they see next.

Examples of lightweight personalization:

• A budgeting app that tailors spending categories based on income or lifestyle

• A fitness app that adjusts the home screen based on fitness goals

• A journaling app that recommends templates depending on why someone signed up (e.g. gratitude, stress relief, productivity)

Even small tweaks, like using someone’s name in the interface or remembering their last-used feature, can make the experience feel more relevant.

When users feel like the app “gets” them, they’re more likely to keep using it. You don’t need deep machine learning to start — just segment based on a few key inputs and show users something that fits their needs.

4. A/B test sticky features and flows

You probably have a good idea of what your app’s best features are. But do new users see them early enough? And do they actually care about the same things you do?

That’s why A/B testing is so useful. It helps you figure out which features or flows actually lead to better retention, based on real user behavior.

For example:

• Test different home screen layouts to see which one leads to more sessions

• Try two versions of a daily reminder and compare open rates

• Experiment with which feature you introduce first in onboarding

You might be surprised by what works. Sometimes the smallest changes — like the order of buttons or a renamed feature — can lift engagement.

Just don’t test everything at once. Start with one hypothesis, run it for a week or two, and measure impact on retention, not just clicks. You’re looking for the features and flows that keep users coming back, not just ones that get short-term interest.

5. Use push, email, and in-app messaging correctly

Notifications can be a double-edged sword. Done well, they bring users back. Done poorly, they get turned off or lead to uninstalls.

The key is to be timely, relevant, and respectful.

Here’s how each channel can help:

• Push notifications are great for short, time-sensitive nudges. Don’t just remind — offer value. For example, “You saved $24 this week. Nice work!” beats “Come back and check the app.”

• Emails are better for deeper content — like progress summaries, new features, or personalized tips.

• In-app messages work well for guiding users to the next action when they’re already inside the app.

Keep these rules in mind:

• Only message when it helps the user

• Avoid sending too many messages in a short time

• Make opt-in feel like a benefit, not a demand

A well-timed notification can make someone return. A poorly timed one can make them leave forever. So test, track, and be thoughtful.

6. Introduce gamification or streaks (where relevant)

Gamification doesn’t mean turning your app into a game. It just means using some of the mechanics that make games so addictive — progress, rewards, challenges — and applying them to your use case.

Some simple ideas:

• Daily streaks: Reward users for coming back every day. Even a small visual badge can do the trick.

• Achievements: Celebrate when someone hits a milestone — 10 workouts logged, 100 minutes meditated, first budget created.

• Progress bars: Let users see how close they are to completing something. People love finishing what they start.

• Leaderboards or stats: If your app has a social angle, show how users stack up against others.

Not every app needs gamification. But if your product involves habits, learning, or progress over time, it can help users stay motivated. Just don’t overdo it. If the rewards feel fake or forced, users will see right through it.

7. Optimize pricing and paywalls for re-engagement

If your app has a paywall, it can either help or hurt retention. Get it wrong, and users bounce before they see the value. Get it right, and you turn free users into long-term customers.

Some things to test:

• When to show the paywall: Try delaying it until after a user hits an “aha” moment.

• What to offer: Monthly vs. annual plans, trial lengths, or a limited free tier

• How you present it: Plain pricing screens don’t convert as well as value-focused ones that show what users get

Also, don’t forget about people who churn after subscribing. Retention doesn’t stop at the paywall. Send reminders before billing, offer easy ways to pause, and highlight what they’re getting from the subscription.

Apps that test their pricing strategy regularly tend to retain users better. You don’t need to guess — just run the numbers and see what works.

8. Use surveys to capture exit intent or drop-off reasons

When users leave, most apps never ask why. That’s a missed opportunity.

Even short, one-question surveys can give you valuable clues about what’s not working. For example:

• “What’s the main reason you’re uninstalling?”

• “What would have made this app more useful?”

• “What did you expect to find, but didn’t?”

You can show surveys after inactivity, at the moment of uninstall, or after a canceled subscription.

Don’t expect huge response rates, but even a small sample can reveal trends. If 40 percent of users say the app felt too complicated, that’s something worth fixing. If people expected a free trial and didn’t get one, that’s a messaging problem.

Learning why people churn is one of the fastest ways to improve retention for everyone else.

9. Run winback campaigns for churned users

Just because someone stopped using your app doesn’t mean they’re gone forever. Sometimes life got busy. Sometimes the timing was off. Winback campaigns are your chance to bring them back.

Here’s how to do it:

• Identify churned users — those who haven’t opened the app in 14 or 30 days

• Send a personalized message reminding them of what they liked

• Offer something valuable: new content, a fresh feature, or a limited-time discount

• Keep it simple and direct

Examples:

• “We’ve added 5 new workouts since your last session — want to check them out?”

• “Your saved recipes are still waiting. Ready to get cooking again?”

• “Here’s a 30% off deal to restart your plan, just for you.”

Even if only a small percentage return, that’s still a win. Winback messages don’t need to be fancy — they just need to feel human and well-timed.

Common mistakes that hurt app retention (and how to fix them)

Even great apps lose users. But many drop-offs are avoidable. Here are some of the most common mistakes that quietly kill retention, and what to do instead.

• Overloading onboarding with too much information
  Trying to show everything at once overwhelms new users. Focus onboarding on one clear goal: helping people see value fast.

• Relying only on push notifications
  Push can help, but it’s not enough on its own. If users mute notifications, you need other ways to stay connected, like in-app prompts or helpful emails.

• Treating every user the same
  Generic messaging turns people off. Segment users by behavior or goals, and personalize the experience to keep it relevant.

• Misreading your retention data
  Vanity metrics can be misleading. Track day 1, 7, and 30 retention, churn after trials, and who comes back after going quiet.

• Ignoring feedback from churned users
  If you don’t ask why users leave, you won’t know what to fix. Even simple exit surveys or review monitoring can reveal big issues.

Final thoughts

Retention used to be an afterthought. Teams focused on getting more installs, and worried about drop-off later. But today, keeping users is the real challenge — and the real opportunity.

If you want to grow, you need to think beyond the download. That means designing better onboarding, using smart messaging, tracking the right data, and personalizing the experience across every stage of the user journey.

New to Purchasely?

Purchasely helps mobile apps increase retention and reduce churn by giving teams more control over onboarding, paywalls, pricing experiments, and lifecycle messaging — all without relying on dev time.

Whether you want to test new subscription offers, optimize your paywall design, or understand what drives long-term value, Purchasely gives you the tools to do it quickly and confidently.

Book a demo today to see how we can help your app grow by keeping more users around, for longer.