Understanding Retention Part 2: Retention Isn’t Everything

🚨 Understanding Retention Part 2: When Retention Isn’t Everything

We often make quick decisions based solely on retention numbers. But there are times when other metrics hold more weight.

❓ Let’s take a look at a retention curve of a project with Day 1, Day 7, and Day 30 rates:
* D1: 17.5%
* D7: 4.5%
* D30: 1.6%
These retention numbers are below industry benchmarks, both short and long term.

🤔 Would you continue working on this project?

Before making a decision, let’s look at an important factor:
👉 ROAS (Return on Ad Spend): the amount of revenue earned for every dollar spent on advertising.

💡This retention data is from Nitro Nation: Car Racing Game. With over 50M downloads and $18M in revenue, this game is thriving despite low retention.

⭐️ TL;DR
Even though this game doesn’t have exceptionally high retention rates, it’s still achieving positive ROAS—proving that , ROAS is the real key to success
As Michael Martinez always says: Achieving positive ROAS should the business goal.