[Huawei Developers] ritesh_chanchal:
Your app's new users take one of two paths. Some uninstall or ignore your app after a few days, while others – retained users – continue to use it. The standard definition of user retention varies across different types of apps. For an e-commerce app, this depends on their repurchase rate; for a news app, the main indicator is news views; and for a social app, content creators are considered loyal. Therefore, let's first identify the key retention indicator for your app.

*Retained users as presented in the retention analysis report (reference data only)

Once an app is released, its creator tends to put a lot of effort into user acquisition and activation. This is a period of increased number of new and engaged users. However, such users don't always stay as active or present, meaning that the app is neither attractive nor profitable. This is why fast user growth or high user engagement within a short period of time are not reflective of your app's competitiveness. Only retained users create constant value.

How then do we improve user retention?

Ø Find out where your retained users come from.

Let's say you advertised your short video app on major app stores. The app did acquire some new users due to the ads, but after a period of time, many of them were lost. How can you tell which channel was responsible for acquiring the ones that remain?

To evaluate core indicators like the number of new users and retained users acquired from each channel, you'll need quick access to such data.

HUAWEI Analytics Kit offers analysis reports on user data on demand. With this retention analysis feature, filter user growth or retention data by channel and time period. This gives you a birds-eye view of the acquisition channels that end up with more retained users. Focus on these channels when developing marketing strategies.

Ø Find your Aha moment.

An app's Aha moment is the key to user conversion — the point when users realize that the app satisfies their needs. A photo app user might like the photo they took with the app filter and decide to share it on social media, while a video app user might give a clip they like the thumbs up. This is when the user decides the app is of value and will continue to use it. Since the Aha moment is critical for retaining new users, how do you identify it?

The two steps are: grouping users into audiences, and analyzing behavior by specific audience.

l Save retained user in the retention analysis report as an audience in one click.

l Analyze user attributes and behavior in the audience analysis report. After configuring event tracking for your app, view the distribution of events where new users are retained and find the most popular feature among users.

Once you've found that Aha moment, promote it to your users through notifications or push messages. Prompting them to experience the feature will improve retention.

Ø Find out more about your retained users.

How do you reduce the churn that takes them away? The new and active user retention reports give you the number of daily retained users. Take immediate action if that number is declining.

Save the retained users at a specific day, week, or month as an audience with a single click. Then, view the user distribution of the audience you just created by event, system version, device model, and region. Finally, with the help of Push Kit, you'll be able to reach the audience precisely and incentivize them with gifts or coupons to make purchases.

Original Source