MISTAKES

Summary from the TLDR Marketing newsletter

Retaining new users is critical to sustainable growth, but many marketers track it incorrectly. Retention metrics should be a true and predictive indicator of engagement. 5 common mistakes include defining the retention activity incorrectly, not measuring habitual frequency, only measuring paying user retention in freemium models, measuring retention for users who haven’t completed activation, and only measuring retention at the user level for a B2B product.