Dormant User

A dormant user is an individual who has stopped engaging with an app after a period of activity.

Why it matters

Identifying dormant users helps in re-engagement strategies.
Understanding user inactivity can improve retention efforts.

How to measure

Track user activity logs and engagement metrics.
Common time windows include 7, 14, or 30 days of inactivity.

Details

In the context of mobile applications, a dormant user is someone who has previously been active but has not engaged with the app for a specified period. This period can vary depending on the app's nature and user engagement patterns. Identifying dormant users is crucial for growth teams aiming to re-engage them through targeted campaigns, notifications, or personalized content.

Mobile engineers can leverage analytics tools to track user activity and identify patterns leading to dormancy. By understanding these patterns, teams can implement features or improvements to reduce the likelihood of users becoming dormant.

Examples & formulas

For instance, a social media app might consider users dormant if they haven't logged in for 14 days. Re-engagement strategies could include push notifications or email campaigns.

Re-engagement Rate = (Re-engaged Users / Dormant Users) * 100

Common mistakes

Ignoring dormant users can lead to decreased retention; regularly analyze user activity.
Over-reliance on push notifications can annoy users; balance engagement efforts.