User retention refers to the ability of a company or service to keep its customers engaged over time. It measures how many users continue to use a product or service after their initial experience. High user retention indicates that customers find value in what is offered, leading to increased loyalty and long-term success for the business. Strategies to improve user retention often include enhancing the user experience, providing excellent customer support, and offering incentives like rewards or discounts. Companies may also analyze user behavior to identify areas for improvement, ensuring that they meet the evolving needs of their customers.