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!