21 July 2026
Read the shape of a retention curve, not only day thirty
Early fall-off, cadence, plateaus and reactivation each tell a different product story—even when the headline percentage matches.
Read details →Definitions, patterns and cautions
Retention field notes
Practical writing on app retention curves, cohort comparisons, identity, return events and behavioural evidence.
12 June 2026
Before comparing cohorts, ask whether the users stayed comparable
Acquisition mix, eligibility, identity rules and incomplete observation can turn a tidy cohort table into an unfair comparison.
Read details →
3 May 2026
A return event should represent value, not mere presence
Opening an app is easy to count. Choosing a return event that reflects the product’s recurring promise takes more care.
Read details →