Table of contents
Defining data and terms used in order to help users approaching and applying retention analysis efficiently in accordance with their objective.
Data is based on app activation by new users during the selected time period. Retention rate for the 0th month when the app is launched for the first time will always be 100%. Users who did not use the selected app even once during the time period will not be included in the data.
Month 0 (or 0th month) refers to a period of 28 days from the day when a new user launches an app.
Setting the time period (a given month) as starting point when a new user launches an app, the retention rate is estimated for each following month.
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