Most app teams track installs and DAUs—but retention strategy is harder to define, measure, and operationalize. In this webinar, we’ll unpack the findings from a wide-ranging survey of app marketers working across UA, product, and CRM. The goal: highlight what teams are actually doing to retain users—from team structure and budget allocation to creative tactics and predictive tools.
Panelists will use the survey results as a jumping-off point to discuss how real teams approach retention today—what’s working, what’s still unclear, and where there’s room to experiment. You’ll leave with a grounded view of how your peers are structuring for long-term growth and where your team sits by comparison.
Topics We’ll Cover:
Who Owns Retention?
- Breakdown of retention ownership (marketing, product, CRM, or shared).
- Why structure matters: common disconnects between engagement and measurement teams.
- Panel insights on how retention has (or hasn’t) been successfully operationalized.
Budgeting and KPI Alignment
- % of marketing budget going to retention efforts.
- Most common KPIs: churn rate, DAU, LTV, revenue per user.
- Disconnects between goal setting and measurement.
iOS Campaign Setup & Opt-In Rates
- How teams are running iOS campaigns (probabilistic, SKAN, both).
- Self-reported opt-in rates—and how they influence creative and targeting decisions.
Predictive Tools & Attribution Confidence
- Share of teams using predictive churn models vs. rules-based or manual signals.
- How often teams are running incrementality tests—and why many still don’t.
- Confidence levels in cross-channel attribution (scale of 1–5).
Creative Strategy in Retargeting
- What creative formats teams are using—and how they adapt for RTG.
- Who’s building the creatives (in-house vs. agency).
- Common workflows for testing and message versioning.
Who This is For:
- Lifecycle marketers, UA managers, and product leads exploring how to scale retention.
- Teams who want benchmarks to guide team structure, tooling, and budgeting decisions.
- Anyone looking for a realistic view of what’s happening in the field—not just best practices, but current practices.
Panelists:
VICTOR
SAVATH
VP of Solutions Consultant
@ Singular
MARTIN
BOCCARDI
Senior UA Manager
@ Rovio
MARGOT
MILLER
Head of Content
@ Adikteev
MAX
DEWAVRIN
Mobile Growth Consultant