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United StatesMobile Ad Performance Benchmarks, Worldwide
Retention Rates
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Mobile Apps
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Performance Metrics
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Acquisition Costs & Engagement Rates
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Retention Rates
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Mobile App Retention Rates, by Days After Install, Worldwide

TimeframeQ4 2018Q1 2019Q2 2019Q3 2019Q4 2019
Day 1Maximum of two rows can be charted.
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Day 7Maximum of two rows can be charted.
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Day 14Maximum of two rows can be charted.
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Day 28Maximum of two rows can be charted.
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Source: Adjust

Note: represents activity on Adjust's platform, broader industry metrics may vary

Additional Note: retention rate = percentage of users that are still using an app for a certain number of days after install

Methodology: Data is from Adjust's Global Benchmarks 2.0. More than 4 billion app installs across 7,000 apps were analyzed on Adjust's platform from January 1, 2018 to December 31, 2019. Adjust is an attribution and analytics provider for mobile apps.

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