Another thing to note is that we talk about retention over the span of 90 days or one quarter. This is the industry standard for measuring retention because it takes the app user lifecycle into account. By the way, this 90 day time period is also what our very own data experts at Localytics use when …
… only using an app once. It’s now apparent that we must move beyond just measuring app installs and focus on in-app behavior to promote engagement and retention. But despite this revelation, too many brands have yet to shift their focus away from acquisition t…