> Publishers tend to think of this as “retention.”
My understanding was that "retention" used to be simply a measure of how many unique users/customers kept using your product. With some implicit (maybe too optimistic) understanding that they stayed because they wanted to.
In classic "if your measure becomes a target, it ceases to be a measure" tradition, "retention" today seems to be about keeping as many recurring visitors as possible, no matter how and no matter the reason why they are staying.
I don't think this concept is new. I mean look at the gym/fitness market. It is largely defined by gyms looking to onboard members with special discounted entry rates and then largely leaving them be and milking the monthly payments.
My understanding was that "retention" used to be simply a measure of how many unique users/customers kept using your product. With some implicit (maybe too optimistic) understanding that they stayed because they wanted to.
In classic "if your measure becomes a target, it ceases to be a measure" tradition, "retention" today seems to be about keeping as many recurring visitors as possible, no matter how and no matter the reason why they are staying.