Retention and Analytics

Retention and Analytics

Retention & Analytics are key parts of any mobile app. You need to know your users – what they do and what they like – so that you know what to fix, add or leave in the app. There are plenty of resources on our website talking about all things analytics, but let’s look at the first steps you need to take to understand who is using your app.

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Events are simple triggers that run whenever a user does a certain action within the app, say, pressing the “play” button. Depending on your analytics tool, you can add custom parameters to your events so you can see, not only that a user played a level, but also which level it was, how many times it was attempted, etc. One of our core practices is to formalize the planning of these events based on your app’s features.

Our Retention Improvement Process

hiMoment – User Journey

First, we look at the app and take note of any action a user can take. Once we have a list of these events, we split them into categories. Usually, these are:
– Acquisition
– Onboarding
– Engagement
– Monetization
– Churn
– Admin/other

This process helps us later when we start building our funnels, so that we don’t have to go searching through all events, figuring out what is what. It’s also important to have a detailed description of the event so that anyone looking at it – be it a developer, marketer or CEO – can understand the purpose and goal. If you want to add custom parameters, this is the time to add what these parameters are and what they will be measuring.

App Analytics Tool

An AGN favorite is Firebase by Google, a simple yet effective platform that enables you to track your users, revenue, crashes and more.

For example, you want to look at retention as shown below.

You would compare your results with the industry benchmarks (hopefully you know this, or the AGN team has found that answer for you), and – depending on how you’re doing – you might want to engage your audience more.
We will also help you figure out how to appropriately sort through your users – whether it’s by language, location or certain actions within the app. These can be as simple or as complex as you’d like them to be. You might want to track the number of users from Mexico (that’s one audience group) and another more specific one – like people who were active 3-4 times last week and are likely to make an in-app purchase – and are also in Mexico.

Here’s an example of segmenting Spanish speakers ages 18-34 that are interested in technology.

Push Notifications

A common way to re-engage your users and remind them of why they need to use your app is to use push notifications. Even if most people don’t open them, it’s a chance to catch their attention and remind them of why they downloaded your app in the first place.

It’s hard to come up with one universal solution for all apps. Nevertheless, there are similarities from niche to niche. If you’re a fitness app, you want to remind your users to workout every day, or however often they’ve committed to in the beginning. This would be similar to daily reward reminders in a game.

Here is an example of the copy we wrote for a client and the changes it made to their push notifications results:

A/B Testing Example

The most important thing is to establish the right number of push notifications to send without annoying your users. It’s essential to segment your audience and put yourself in their shoes to understand what sort of encouragement/ motivation/ reminder they need and at what moment.

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