How to compare retention by source
Compare equivalent player groups and identify which sources to evaluate in the next period.
One journey. Two questions.
A provider evaluates acquisition sources. An affiliate explains their campaign’s contribution. Both conversations start with the same connection: source and observed activity.
- Source
- Identifier
- Event
- Observation
The question
Select two player groups from the same country, game, and acquisition week. The comparison helps determine the next test. Consider multiple metrics and acquisition conditions when making the decision.
Build the comparison
N is the original cohort size; R is the number returning within the agreed W1 window. Compare rates only after both windows close. A rate is undefined for an empty cohort.
| Source | Players | Returned W1 | Rate |
|---|---|---|---|
| First source | N₁ | R₁ | R₁ / N₁ × 100% |
| Second source | N₂ | R₂ | R₂ / N₂ × 100% |
What this can inform
A difference in returns helps choose the next test. Before reallocating budget, check cost, traffic mix, matching quality, and whether other cohorts reproduce the result. Retention is not profit.
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