Understand cohort retention#

Cohorts show whether players come back after their first visit.

What is a cohort?#

A cohort is a group of players who share a starting point, such as:

• first joined on the same day,
• came from the same campaign,
• used the same hostname,
• joined the same entrypoint,
• made a first purchase.

Retention days#

Retention shows how many players returned after a number of days.

Common retention points include D1, D7, D14, and D30.

How to read cohorts#

High D1 retention means players came back quickly. Strong D7 or D14 retention means the campaign may be bringing players who actually stick around.

Do not judge a new campaign too early. Recent cohorts have not had enough time to reach later retention days.

Pair with revenue#

A campaign with lower traffic but better retention and revenue may be more valuable than a campaign with many low-quality joins.