What Is User Retention?
User retention measures the percentage of active product users who are still active after a certain time period. Typically, this metric is used to find out whether first-time users are continuing to use a product. Retaining users is important because acquiring new customers is expensive, and if a customer quickly churns due to low usage, their customer lifetime value (CLV) may represent a loss instead of a profit. User retention can track usage in a number of different ways, including log-ins, downloads, or other specific activities performed within a product.