How loyal are my users?

As you’ve seen, the audience overview screen can show you how many users you’ve had in a specific date range, but it’s also important to understand how loyal your users are – whether they’re actually accessing the app on a regular basis.

For data privacy, you can’t see how many times an individual user has logged in using Google Analytics, but you can report on user loyalty across your entire user base.

There are two places in Google Analytics that give you a guide to your user loyalty. The ‘Loyalty’ report and the cohort analysis.

Loyalty Report

In Google Analytics, go to Audience > Behaviour > Loyalty


This runs a report showing how often your users, on average, accessed the app during the selected date range.

Note: remember to adjust the date range at the top-right of the screen.


In the example above, we can see that 12,280 of the sessions in the app were had by people who only accessed the app for the first time during the time period selected. (In this example, we’re showing a three-month period). While 98,684 sessions were had by users who had visited more than 200 times previously.

During the weeks and months from your app launch, you’ll expect to see this graph as ‘top-heavy’ – in that all of your users will only have a small amount of sessions. As time goes on however, you’ll want to see this report trend towards the example above, where the majority of sessions are being initiated by users who are opening the app time and time again.

If you’re struggling to retain user loyalty, think about what content within your app is useful for your users, or what you might add to make the app a more desirable destination for your staff.


Cohort Analysis

The Cohort Analysis is concerned with showing the retention rate of users logging in for the first time. If you know that you’re rolling your app out to a particular site during a specific week, then the cohort analysis tracks the users who started using the app during that week, and shows how many have re-visited the week after and so on.

In Google Analytics, click on Cohort Analysis


Now select the cohort size. In the example below, we have selected ‘week’, to track all users who started using the app in a specific week. Also choose how many weeks you want to show. In this example, we’re tracking the users for six weeks, but you can select up to twelve weeks.


Each row is a cohort of users. So the first row represents the users who used the app for the first time during the week commencing 22nd July. Week 0 is 100% because all of those users accessed the app. Reading from left to right, you can see that of the 1,137 users who used the app for the first time that week, just over half of them used it again the week after, 43% the week after that, and so on. In this example there’s a gradual drop off, so that by the sixth week, 13% of those new users have accessed the app six weeks after using it for the first time.

According to Localytics, the average churn rate for mobile apps is 71% after 90 days.


Meaning that on average, just 29% of people will still be using an app after they have downloaded it. Obvious exceptions apply to the big apps like Instagram, Facebook, Twitter.

So now that you know how to track your retention rate, how can you improve it?

Good Content. Is your content vibrant and engaging? Do your users have a way to submit their own content to the app, to interact, or is it all one way?

Useful. Is the app useful for your employees? Make sure to add content or include sections of the app with content that is useful, rather than simply informational. Your app can act as a central hub to signpost to other third party systems that your organisation makes use of. You might want to consider implementing our native peer to peer recognition feature also, to allow your staff to say thanks to others for a job well done.

Social. Have you enabled your app’s social features? Allowing your users to like and comment on your content, and discuss via comment-replies is a great way to increase app engagement and help to retain users.

Notifications. Are you making good use of push notifications? After publishing a post in TheAppBuilder CMS, you’ll see the option to send a push notification. Notifications are a great way to drive traffic to your app, and let users know about new content that has been added.

Personalisation. Especially in larger organisations, people don’t want information overload. Consider creating user groups, and setting the audience for your content so that it appears only for those to whom it’s relevant. Users are much more likely to keep coming back if they feel that their app experience is tailored to them.