Ретеншн
Retention
Retention is the share of users who come back and keep engaging with a product after a set period from their first contact or registration.
What is Ретеншн (Retention)?
Retention shows how many users stay active: they return to the game, platform, or app. It is measured as a percentage of the original cohort, meaning people who registered or completed their first action on a given day or week.
## How it is calculated
The classic calculation takes a cohort of users acquired in one period (for example, one week) and measures what share of them completed the target action on day 1, 7, 30, and so on. It is important to agree in advance what counts as activity: a login, a bet, a deposit, a trade, or a sent message. Different definitions produce different numbers, so reports should always state the criterion.
## Where it applies and what it affects
In gambling and betting, retention is tied to betting and deposit frequency. In crypto and fintech, it relates to repeat transactions and trading activity. In dating, it is linked to regular sessions and messaging. In nutra, it reflects repeat subscription orders or course purchases. High retention reduces reliance on constant traffic acquisition and improves payback, because revenue per user grows over time.
## How to work with retention
Typical tools include behavioral segmentation, trigger-based emails and push notifications, personalized bonuses or offers, loyalty programs, and cohort analysis by acquisition channel. Results should be evaluated on individual cohorts rather than the overall average, since the overall figure can rise simply because the traffic mix has changed.
## Common mistakes
Common mistakes include mixing up retention with activity over a period, counting returns without regard to registration dates, comparing cohorts of different lengths, and encouraging returns with bonuses that inflate the numbers on paper while lowering audience quality and inviting abuse. In regulated verticals, player communications must comply with responsible gambling requirements and advertising rules.
## Related metrics
FAQ
How does retention differ from churn?
Retention is the share of users who stayed, while churn is the share who left over the same period. They complement each other: within one cohort, retained users plus churned users add up to 100%, provided the same period and activity criterion are used.
Which period should I choose for measuring retention?
Teams usually look at day 1, day 7, day 30, or weekly and monthly windows, depending on how often users make purchases or sessions. For products with daily activity, short windows matter most. For subscriptions or investments, longer windows are more relevant.
Can bonuses improve retention?
Yes, in the short term, but bonuses often attract users who come only for the incentive. It is better to focus on the quality of returns: the share still active after the offer ends and the LTV of the cohort.