# Andy’s Mini Whiteboard Masterclass on Mobile App Retention: A Mobile Marketer’s Primer [MAMA Board]

- Link: https://phiture.com/blog/andys-mini-whiteboard-masterclass-on-mobile-app-retention-a-mobile-marketers-primer-mama-board/
- Published: 2020-09-16T10:17:41+01:00
- Author: Ajla Karic

![mobile app retention andy carvell mama board](https://phiture.com/wp-content/uploads/
2020/09/Screenshot-2020-09-08-at-10.50.13.png)

_Source AppsFlyer_

In Edition 31 of MAMA Boards, our very own Andy Carvell, Co-Founder at Phiture, 
presents his mini whiteboard master class on [mobile app retention](https://phiture.com/retention/):
a mobile marketer’s primer. MAMA Boards is an [AppsFlyer](https://www.appsflyer.com/?utm_source=google&utm_medium=cpc&utm_campaign=emea_deoffice_centraleu_brnd&utm_content=93326968472&utm_term=apps%20flyer&gclid=EAIaIQobChMI3OipzqnZ6wIVBdZ3Ch1xcQKxEAAYASAAEgJhEvD_BwE)
video project that features leading mobile marketing experts directly on camera.
Andy shares some insights on how to improve retention using attribution data and
the process of creating a tailor-made onboarding experience.

He states that retention starts with acquisition. A user expects to see certain 
features if they have been advertised on the app previously. If these features are
not there, apps will find it difficult to retain those users. With these points 
in mind, Andy uses a PDF app as an example where disconnect may occur. If apps make
it clear in their advertising that users are able to view and possibly edit PDF 
files, they then ultimately expect these features when they first use the app. If
these benefits are not communicated, an app may then face disconnect where it may
be problematic to retain those users.

Measuring retention is significant, however, to be able to do some sort of analysis,
you will need to track every user session. In terms of things that can influence
and improve retention, Andy outlines that everything can essentially improve retention
including external factors such as competition. Ultimately, the easiest to tackle
is the input levers that include the new user activation, existing user engagement,
and reactivation.

 * **New user activation **is the act of how well an app can get users to experience
   the value of the product in their first session and eventually activate them 
   so the likelihood is high of returning them for more sessions within the app.
   This is where apps see results the quickest.
 * **Existing user engagement **is the extent to which an app can keep users engaged
   which may be through releasing new content or providing other mechanisms.
 * **Reactivation** is the possibility of bringing users who have lapsed or churned
   back into the app by using a special offer or simply some new information that
   reinvigorates their interest in the app again.

Lastly, Andy advises that working cross-functionally is an essential element to 
ensure the alignment of your marketing message with first-time user experience to
improve your activation rate.

Make sure to [visit AppsFlyer](https://www.appsflyer.com/resources/mobile-app-retention-primer/?utm_source=twitter&utm_medium=social&utm_campaign=mama_boards_31)
for the transcript and video.