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While lifetime value indicates the total amount of money made from a user during their entire app engagement, retention refers to an app's capacity to hold onto users over time. Developing engaging features, content, and experiences for users is essential to keeping them coming back to the app and encouraging them to spend money and time there. By using social media, push notifications, gamification features, customized experiences, loyalty plans, and community development, developers can keep users interested. Using user preferences, behavior, and demographics to customize the app's content & suggestions makes each user's experience more relevant and pleasurable.