// glossary
Retention (day 1, 7, 30)
The share of users who return on a given day after install.
Day 1, 7 and 30 are the standard checkpoints. Most apps lose the largest share between day 1 and day 3, which is why the push prompt and the second session matter so much. Retention is what makes acquisition worth paying for: a user who leaves on day 3 never pays back an ad.
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