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The Art Of Retaining Users
+Ido Green@greenido
Google Confidential and Proprietary
Why?
Why retention is a problem
60%of users look for
new apps because they want to try something
new
Google/Parks Associates, 2014
Retention is a challange%
Spe
cify
ing
Num
ber o
f App
s Us
ed D
aily
Smartphone Apps Used Daily by Country
US China
No Apps 1-5 6-10 11-15 16-20
80%
0%
60%
40%
20%
20+
UK JapanSouth Korea
Google/Parks Associates, 2014
Google Confidential and Proprietary
How?How?
How to succeed at user retention
Understanding user behavior in
your app
Identifying roadblocks to
retention
Tactics & tools to
re-engage users
Cohort analysis report
Behavior of users who had their first
session on the same day
Retention of users who installed the app on different
daysView cohorts daily / weekly / monthly
Active Users reportUse the ‘Active Users’
report to answer questions such as ‘Do I
need to invest in remarketing?’
Recency report
Are users returning to my game?
How often do users return to my game?
Identifying roadblocks to retention
Identify roadblocks with screen tracking
but 76%
completedLevel 1
only
50% completed
Level 2
Only 10% will
replay
Behavior Flow report
Are users returning to my game?
Where do your users give up?
Get insights into your game’s crashes & exceptions
User that crashes User that does not crash
E-commerce Value
$XXE-commerce Value
$YY
Re-engagement tools & tactics
Remarketing campaigns
24% of users download apps while using
other apps
Google/Parks Associates, 2014
Remarketing campaign example
Level 5
Game
Secret Tip!
Promote a secret tip that helps them complete level 5 - exactly the point in the game they were getting stuck at!
Show ads to those users through AdWords campaigns
What you need to succeed at user monetization
Understanding your users
Right ad at the right time
Reliable,high-volume demand
Next?Right Ad At The Right Time
THE END!