## How to Increase App Retention

##### Retention is an App Marketer's Biggest Challenge

49% of app users abandon an app after 1 day. Only **1/3** of users have 1 app session.

##### But if you can get them to stick around...
##### Your App Users Are Some of Your Most Engaged Customers

##### An average of **4.5** events happen per app session.

##### The average time per app session is **5 minutes**.

**What is an app event?** **38 seconds** Events include logins, page loads, and purchases in-app.

### How Do You Keep More App Users Engaged?
##### First, define the goal of your app.

Do you have a commerce app or a loyalty app? Commerce apps primarily drive users to make a purchase. The primary goal of loyalty apps is engagement, to have users loyal to the app and use it multiple times a day.

### The Commerce App User Journey
##### Discovery
##### Consideration
##### Install

**40%** of app users are at the top of the purchase funnel, while only **10%** of users retain by day 14. **38%** of app users are at the product level.

### The Loyalty App User Journey
##### Discovery
##### Consideration
##### Install

**73%** of users abandon gaming apps at day 30. Sleep trackers have a strong **15%** retention rate 30 days after install.

### Frequent Buyer
#### How to Increase Sales with Your App

**1. Turn your best customers into app users**  
Bring your active mobile web shoppers into your app by automatically populating suggested contacts or by pushing users to fulfill a simple activity. These steps help create early engagement.

| frequently accessing apps | Continually optimize your |  
| --- | --- |  
| like yours by using | app experience to remove |  
| cross-device browsing and | common points of frustration |  
| behavioral data to get the | for longer engagement and |  
| full picture. | few uninstalls. |

**2. Segment your app users and personalize their experiences**  
Engage brand-new app users with personalized ads designed to drive in-app engagement. Win back users that have uninstalled your app with ads promoting new features.

**3. A/B test features to learn your users’ preferences**  
Test app features on different segments to find out how to improve specific app experiences.

| Retarget users | show them ads with product |  
| --- | --- |  
| recommendations based on | continually optimize your |  
| all of their past browsing | app experience to remove |  
| and purchasing—not just in | common points of frustration |  
| your app but across the open internet. | for longer engagement and few uninstalls. |

### About Criteo

Criteo (NASDAQ: CRTO) is the global technology company powering the world’s marketers with trusted and impactful advertising.