About Retention Optimization with Pangle placement

Last updated: February 2025

As the global app monetization market matures and saturates, app users shift their attention frequently. Retention has become a pivotal index as it can help find potential loyal app users to unlock app business growth.

Retention is a standalone optimization goal, striving to find people who are likely to return to your app the next day after installation known as Day 1 Retention. Retention Optimization (RO) is best suited for in-app ads in monetization industries, such as casual and hyper-casual gaming, and non-gaming such as social, tools & utility, and entertainment.

Benefits

Pangle offers two RO approaches for TikTok Ads Platform User interface:

  • RO without a retention goal:

    • Control: Cost per install (CPI)

    • Use cases: Controls the CPI while optimizing the Day 1 Rentention rate as much as possible.

  • RO with a retention goal:

    • Control: Cost per install (CPI) and cost per Day 1 Retention (CPA)

    • Use Cases: Controls the CPI and CPA simultaneously and strives to reach the target retention rate you set.


Example

Pangle uses the Mobile Measurement Partner (MMP) Launch App event to calculate Day 1 Retention according to your account's time zone. The calculation logic is that if a person installs an app the day before and Pangle receives the first launch app event the following day, the system recognizes a Day 1 Retention event.

For example, if User A installs an app at 11pm on November 7th and launches it at 7am on November 8th, this behavior is counted as a Day 1 Retention event.


Learn how to create a campaign for Retention Optimization with Pangle placement.