Product
Retention
Also known as: User retention & Customer retention
Plain English
How well a product keeps users coming back.
Definition
Retention measures how well a product keeps users over time by continuing to deliver value. It is a key indicator of product success and long-term viability.
In practice
Used to track repeat usage, glossaryEngagementEngagement refers to how users interact with a product, content, or experience, including actions like clicks, time spent, and interactions.Open glossary term, and glossaryChurnChurn is the rate at which users stop using a product over a given period. It highlights where value is not being sustained and where users are dropping off.Open glossary term to understand whether users are sticking with the product.
In context
It shows up in the first slide of any honest growth review. glossaryAcquisitionAcquisition is the process of attracting new users or customers to a product, service, or platform.Open glossary term can be bought, so retention is the number that tells you whether the spend is building anything.
The reality
Retention is the clearest signal of value - if users don’t return, something isn’t working.
Compared with
Retention vs Churn
They measure the same thing from opposite ends: who stayed against who left. Retention is the more useful frame day to day, because it points at the value you are delivering rather than the users you have lost.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is retention?
Retention measures how many users continue to use a product over time.
Why is retention important?
It shows whether a product delivers ongoing value.
How do you improve retention?
By improving serviceUser ExperienceImprove journeys, reduce friction, and make digital products clearer, simpler, and easier to move through.Open service, value glossaryDeliveryDelivery is the process of building, testing, and releasing a product or feature.Open glossary term, and glossaryEngagementEngagement refers to how users interact with a product, content, or experience, including actions like clicks, time spent, and interactions.Open glossary term.
What is the difference between retention and churn?
Retention measures users staying, while glossaryChurnChurn is the rate at which users stop using a product over a given period. It highlights where value is not being sustained and where users are dropping off.Open glossary term measures users leaving.
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