In August, Facebook announced that it was testing retention optimization with a limited number of advertisers. The tool allows creators of ad-based or subscription-based mobile applications to advertise to users who are most likely to re-engage with their apps on the second or seventh day after they’ve first downloaded it.
Facebook cited data from AppsFlyer, which found that only 10 percent to 12 percent of app users remain active on those apps seven days after downloading them, and that figure drops to 4 percent to 5 percent after 30 days.
The
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