What does the term Retention refer to in the context of Braze?

Retention in the context of Braze refers to the ability to keep users engaged over time. This concept is essential for any application or service, as user engagement is a key indicator of success. High retention rates imply that users find value in the application and are motivated to return, which can lead to long-term loyalty and increased lifetime value.

Braze provides tools and strategies designed to enhance user engagement through targeted messaging, personalized content, and timely interventions. This helps brands foster strong relationships with their users, ensuring they remain engaged rather than churning away. Retention is an ongoing process, focusing on ongoing communications and experiences that keep users interested and coming back.

In contrast, while acquiring new users is important, it is a separate focus and is not captured by the concept of retention. Similarly, monetary revenue pertains to financial aspects rather than user engagement, and claiming that retention is not a concern for Braze users overlooks the platform's primary goal of enhancing user relationships and engagement through effective retention strategies.