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简述手机应用留存率含义及其计算方法

发布时间:2011-06-30 15:51:12 Tags:,,

作者:SmartApp Marketing

本文阐述如何计算应用的用户留存率,以下是游戏邦编译的相关内容:

留存率的含义

留存率是个关键度量,指的是首次获得应用后每天坚持使用的用户数量。利用数据和用户群计算留存率的方法有很多种。用户群是对在某天获得应用的用户、以某种方式(游戏邦注:如奖励推广或广告等)获得应用的用户或从某种来源(游戏邦注:如某个发行商)获取应用的用户统称。

Calculating retention(from mobileorchard.com)

Calculating retention(from mobileorchard.com)

计算手机应用的留存率

留存率反映平均活跃用户随时间变化的趋势。首先,我们必须计算用户获得应用首日的日留存率,这个留存率是100%。假设第一天有100个用户获得应用。第二天,这些用户中有50人还在使用,当天留存率为50%。第三天使用应用的用户只有25人,该用户群第三天的留存率即为25%。计算整个应用的平均留存率需要用到该时间段内所有的日留存率。公式如下:平均留存率=当日留存率X(1-流失率)。那么,第一天的平均留存率就是“1-流失率”,第二天是“x%X(1-流失率)”。

通常在计算留存率时,你会用到更多数据,平均留存率也会比示例更低。开发者还可以进一步计算各种不同用户群的具体留存率。通过区分不同用户群,开发者逐渐开始认清不同趋势,这最终会对制定用户获取战略决策有所帮助。

注意点

这篇文章简要阐明如何计算用户留存率,但应该注意的是规划或预测留存率可能也有一定作用。而且,解释数据的方法可能因你从用户处获取数据类型的不同而有所变化。(本文为游戏邦/gamerboom.com编译,如需转载请联系:游戏邦

Calculating lifetime value of freemium gamers: calculating retention rates

SmartApp Marketing

In last week’s post we worked towards identifying ways to calculate the Revenue per Daily Active User as part of our Lifetime Value equation. This week, we look at ways to identify another variable in that equation: retention.

What is retention?

Retention is a key metric that speaks to how many users stick with your app day to day after initially being acquired. When attempting to calculate retention rates there are a variety of different ways to drill into the data and group users. Those groups of users, or vintages, may refer to the day they were acquired, the method in which they were acquired (offerwall, organic, advertising etc.) or the source from which they were acquired (specific publisher source).

Calculating retention rates for mobile apps

Retention is calculated as an average of active users over time. We first have to calculate the daily retention rate on the first day a user is acquired, retention rates are 100%. Let’s say on day 1 100 users are acquired. On day two, 50 of those users are still active, making the retention rate on day two 50%. Now if only 25 of those users return on day three, the third day retention rate for that vintage would be 25%. To calculate the average retention rate for the entire application, we then take an average of all the daily retention rates for the period. If we want to look at a more formulaic approach we could justify the following: Retention Rate = Rate X (1 – Attrition Rate), so Day 1 it is (1 – Attrition Rate) and Day 2 it is (x% X (1-Attrition Rate))

For the sake of calculation, we used large, rounded numbers, often times when calculating the retention you’ll work with a larger data set and have a lower average. Developers can also dive deep to understand specific retention rates by different user groups/vintages. By segregating by vintage, developers can start to identify different trends that will ultimately help make strategic decisions on user acquisition strategies.

Note on retention rates

This post looks to identify, simply, how to calculate retention but its worth noting that projecting or forecasting retention rates may also come into play. Additionally, there are different ways to look at and interpret the data depending on what kind of information you’re trying to gain from your users. (Source: Smart App Marketing)


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