The Retention report displays the dynamics of user activity after they install the application. You can see the partners who attract the most and the least active application users.

To find the Retention report, go to Reports > Retention.
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In the Retention slice, you can filter data by the period, timezone, application, partner, country, retention type.

You can set a period (the default one is seven days) from seven days up to 11 months.

Retention measures how many users come back to your app after installation. In Affise, users are grouped into cohorts based on their install date, and each cohort is tracked over the following days.

There are three retention calculation modes:

Each mode is designed to highlight different user behavior patterns. To better understand the difference between them, let’s look at the following example:
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​A user installs the app on Day 0 and opens it again on Day 1, Day 3, and Day 10.

This mode shows the percentage of users who installed the app and were active on a specific day after installation. This is the basic definition of retention: a look at each individual day. The line on the chart is often uneven because if users miss a day, they are not counted for that day, even if they come back later.

In the example, the user contributes to Day 1, Day 3, and Day 10 only.
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​Best used for: standard Day 1/Day 7/Day 30 retention reporting and benchmark comparisons.

Dynamic mode shows the percentage of users who were active on Day N or any day after that, as long as it's within the time period being looked at. This mode works better for apps that people don't use every day. Users are still counted if they come back later, so the retention line goes down more smoothly over time. It's helpful when people typically use the app once a week or even less often.
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In the example, the user contributes to Day 1 through Day 10 (last active day = 10).
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​Best used for: avoiding undercounting users who return less often than daily.

This mode shows the percentage of users who were active on at least N+1 different days during the time period being tracked. Unlike the other two modes, it doesn't look at a specific day after install. Instead, it checks how regularly users come back over time. It measures steady usage, not just whether users returned on a particular day.
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In the example, the user has 3 distinct active days (Day 1, Day 3, Day 10), so they contribute to Day 0, Day 1, and Day 2 only.
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​Best used for: identifying users who consistently return across multiple days.

In the Retention slice, the table contains the following columns:

You can manage your table with the following options:

Please contact the Affise Customer Support team regarding all raised questions via the e-mail: [email protected].
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