Announcement, Tech Resources

Introducing Simplified Retention for Game Developers and Marketers

SOOMLA Retention Reports

SOOMLA introduces retention reports – the best way to explain the behavior of your users in terms of how many stayed in your game and how many left it. There are many services out there that present the ability to investigate user retention, SOOMLA’s retention reports come with 3 kinds of retention types, each of them shows you your users behavior from a different angle and gives you information so you can react accordingly to prevent users’ churn.

Investigating your new users

The first type of report is the Regular Retention, here you can see how many first time (new) users visited your game.

Regular_Retention

The two leftmost columns represent how many users started playing your game and the specific day they came in. Any other column “i” represents how many users visited your game in the i-th day after the starting day.

Rolling retention of first time users

The next retention report is Rolling Retention which was first introduced by Flurry. Rolling Retention shows you how many users are still “in your game.” For example, a user started playing on day 0, and came back only on day 3. Rolling Retention will count this user also on day 1 and 2 as if the user played throughout all these days.  While this is a more “optimistic” analysis of user behavior, it treats users as equals even if they didn’t come back each and every day.  Rolling Retention is particularly interesting to look at when coupled with other marketing activities used by your studio.  For example, a push notification campaign is likely to get users back and to boost this metric.  This metric has been much debated, which is why we offer multiple retention types for developers looking to optimize their retention.

Rolling Retention

Like in the regular retention, in Rolling the two leftmost columns show the number of users who start to play on those days. Every other column “i,” represents the number of users who visited your game after “i” days or more according to the date range you’re looking at.

Take a deeper look into returning users

The last type of retention you can find on the Grow dashboard, is the Return Retention. This kind of retention is different from the others because it doesn’t consider each date as a new “day-0” cohort.  Instead, it accounts for all active users on that certain date and shows you their return rate from that day on.  In that sense, Return Retention captures a snapshot of users from multiple cohorts and observes their future retention.  It also lets you identify weak and strong days of gameplay over time.

Return_Retention

The leftmost column represents the total number of users which visited your game on the exact day, while the other columns tell you how many of them came after the i-th day.

Retention is the cornerstone metric every studio should be tracking.  The importance of this metric can be emphasized by two observations:

  1. Retention is the foundation for calculating user lifetime value, which lends its hand to revenue projection and ROI calculations of a game.  It’s also necessary to know LTV in order to conduct ROI-positive user acquisition
  2. Retention expresses your users’ delight from your product.  It’s the ultimate metric for understanding if your game is truly entertaining to the extent of keeping users coming back for more.

We encourage studios to explore retention metrics in the Grow dashboard and to understand their users’ behavior.

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