What is Retention
Glossary
Retention shows how many players return to the platform after their first visit. In other words, it’s a measure of how well you’re keeping your audience engaged.
What it means:
A user signs up, deposits, plays. The big question is — will they come back? If yes, your retention is solid. If not — the traffic might be low quality.
For affiliates and media buyers, this is key. High retention means you’re bringing in real, valuable users — not just one-time hits.
Why it matters:
- Helps you measure traffic quality.
- Shows how valuable a player is for the brand.
- Can affect your deal terms — higher retention often leads to better rates or exclusive offers.
Example: Out of 100 users you referred, 40 returned to play again a week later. That’s a 40% 7-day retention rate.
