Category posts
Retention as a key metrics

Author:
Oleg Ya
Rolling retention, Day N retention, and the many facets of the retention metric

Retention rate is one of the fundamental metrics in product management. We all use it regularly, yet few of us know that there are many different ways to calculate retention rate. And it is very important to know which one to use when you’re making decisions based on retention data.

Let me start with a story. When I worked at Zeptolab (popular game development company, creator of Cut the Rope, King of Thieves, CATS) once we got an email from a gamedev studio that wanted us to publish their game. We were getting many similar emails, but that one got our attention. We were impressed by the metrics of the game, which had just recently soft launched. According to the developers, Day 1 retention rate of the game was over 55%, and Day 7 retention rate was over 25%.

However, when we started playing and testing the game, something felt wrong. The gameplay was not engaging enough to justify >55% Day 1 retention rate. And the meta game design was not good enough to users in the longer term.

Further investigation revealed that what this game development company called retention was actually “rolling retention.” Classic Day N retention of the game happened to be unimpressive.

This is just one example of how retention metrics can misguide you. There are many nuances in how you can calculate it.

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Rolling retention, Day N retention, and the many facets of the retention metric
(more…)
Author:
Oleg Ya
Long-term retention – the foundation of sustainable product growth

The most common metrics gaming companies focus on are Day-1, Day-7, and Day-30 retention rate. While these metrics are of great help early in the journey, it’s long-term retention which is key to lasting success and a seat in the top-grossing charts. This post makes a case for long term-retention and why your focus should be first and foremost there.

Test your product management and data skills with this free Growth Skills Assessment Test.

Learn data-driven product management in Simulator by GoPractice.

Long-term retention – the foundation of sustainable product growth
(more…)