Ad Retention Report

1. Overview

Retention is a key metric for measuring the health of an app. Our study shows that rewarded ads can help increase user retention. We want to provide publishers with the data to check their user retention with regards to ads in the LTV dashboard, so we released the ad retention report to help publishers check retention of ad viewers and ad converters compared to all their users.

2. Ad Retention

In general, rolling retention means the percentage of users still active N or more days after the first installation and launching the app. However, in the ad retention, we calculate rolling retention as below formula.

Therefore, if the rolling retention of ad converters is higher than all users, it means that ad converters have been more retained than average.

1. Rolling retention of all users, and ad viewers/converters

• Provides rolling retention of all users, ad viewers/converters
• Provides rolling retention of day 0, day 1, day 3, day 7, day 14, day 30, day 60 and day 90

2. Rolling retention of ad viewers/converters by ad types

• Provides rolling retention of ad viewers and ad converters by ad types
• Supported ad type: Offerwall (includes Offerwall and Offerwall plus) and Video
• Provides rolling retention of day 0, day 1, day 3, day 7, day 14, day 30, day 60 and day 90

3. Country-Level Breakdown

Provides country level break-down ad rolling retention of all users, ad viewers, and converters. The country list shows the top 20 countries; sorted by percentage of users in the country (Unit:%). An export option provides all country data, including country data not shown in the table.

• Provides country-level rolling retention of all users, ad viewers, and ad converters
• Provides rolling retention of day 0, day 1, day 3, day 7, day 14, day 30, day 60 and day 90

FAQ

The publisher started a video ad a few days ago. Why are DAY 60, DAY 90 rolling retention data available in the Ad retention report?

To make the comparison fair, the rolling retention was calculated based on whether or not the ad was viewed/converted regardless of the date of the ad. Therefore, even if ads started showing up a few days ago in the app, DAY 90 rolling retention of ad viewers is available if the app has been live more than 90 days.

What’s the difference between rolling retention in “Retention” and retention of all users in “Ad retention”?

Rolling retention in “Retention” is calculated for a selected time period. However, rolling retention in the “Ad retention” is calculated from the day the app started to now.