Usually, retention helps SaaS Marketers assess the performance of onboarding, activation, email drip campaigns and feature stickiness. But you can also use initial retention to figure out how many users you’re actually acquiring and what is their actual cost.
On every article, guide, ebook, and workshop about Performance Marketing you are taught to optimize campaigns around conversions. And it’s perfect if you have an e-commerce store or an agency looking for clients.
But for a SaaS company, a conversion does not equal a user ( a person who uses or operates your product ). (more…)