App Owners are constantly chasing downloads, but to be honest, they are chasing the wrong metric. If a user doesn’t open your application in the first week, it is likely they won’t be opening your application every again. App Owners need to focus on engagement and retention as a metric to build their business. Users are only valuable if they use your application on a regular basis. What is a regular basis ? Well it depends on your application and its’ functionality, but in general users should open your application at minimum 3-5 times per week. This can be achieved with push notification, email reminders and mostly by creating an application that is fun and sticky. One that users depend and look forward to opening.