In the 2003 rom-com classic How to Lose a Guy in 10 Days, Kate Hudson sets out to prove she can sabotage any relationship in record time. Unfortunately, many brands are running the same experiment, but with their app users.
Retention benchmarks indicate only 26% of users stick around on Day 1 (Adjust). By Day 7, that drops to 13%. By Day 30, it’s a mere 7%. In other words, most apps are losing users faster than a bad breakup.
It doesn’t have to be this way. Similar to dating, keeping users is about connection, respect, and delight. Let’s walk through the “10 days” of losing a user and what to do instead with your creative to keep the spark alive.
How you lose them: Flat creative that looks like everything else in the feed. Generic images, no hook, no story. With AI tools, it’s easier than ever to churn out cookie-cutter ads that technically get the job done but lack any human spark. Users can spot the difference and they’ll swipe away faster than a bad Hinge profile. It’s the equivalent of showing up to a first date in sweatpants and forgetting their name.
The fix: Lean into bold, interactive creative that immediately communicates your value. Playables, dynamic end cards, and storytelling visuals create intrigue. If you only get one shot at a first impression, why not make it cinematic?
How you lose them: Complicated onboarding with unclear creative assets, walls of text, or visuals that don’t show the app’s value. Users drop off before they even get to know you.
The fix: Keep onboarding lightweight and visual. Highlight benefits with crisp, story-driven creative: think swipeable cards, short animations, or clear interactive demos. And don’t underestimate the power of gamification. Progress bars, badges, or simple milestones can make onboarding feel less like paperwork and more like a game.
How you lose them: Your ad promises one thing, but the in-app experience delivers something else. Maybe the ad shows a farming simulator app but throws in zombies to “spice things up,” when there are no zombies in the actual gameplay. Or the ad teases a dramatic storyline (save the baby in the bathroom during a zombie apocalypse!) when the app has no babies, no bathrooms, and no apocalypse.
These tricks get attention but kill trust. It’s like saying you love dogs on your dating profile and then admitting you’re allergic.
The fix: Consistency is key. Align your ad creative with your actual in-app experience. Deloitte found that even a single misleading or disruptive ad makes 1 in 5 users quit forever. Because just like in dating, a lasting relationship begins with an honest expression of who you (and your brand) are.
How you lose them: Auto-redirects, hidden close buttons, or forced interactions. Users feel tricked, not wooed. Deloitte found that repeated exposure to disruptive ads makes 52% of users stop engaging altogether. And yet, brands still ask for “shortcuts” like auto-pushing to the app store without a click. Sure, it spikes CTRs in the short term, but it’s the kind of move that makes your users delete the app and remember your brand for all the wrong reasons. It’s like interrupting a date mid-sentence to shove a ring box across the table: too much too soon, and definitely not romantic.
"The goal with advertising should be to provide an authentic experience to the user. One that is engaging and sets a realistic tone for the end product. That way, when the user does convert, they aren't left searching for what made the experience so fun in an advertisement vs having buyers remorse once they install." — Ryan Ondriezek, Creative Director at CRAFTSMAN+
The fix: Respect the rules of engagement. The IAB’s LEAN principles (Light, Encrypted, Allowing choice, Non-invasive) are both industry standards and best practices for building trust. A user should always be in control of when they download, install, or buy, by clicking a clear button that says so. Anything else is not just non-compliant (or in our dating analogy: non-consensual), it’s not brand-safe, and it’s terrible data hygiene (your abandon rate will skyrocket).
Additionally, build creatives that invite—not trap—interaction: clear exit buttons, fast-loading assets, and experiences that feel rewarding rather than manipulative. Think of it as giving your user the option to “swipe right,” not forcing them into it. Because just like in dating, real relationships don’t come from trickery, they come from choice.
How you lose them: One-size-fits-all creative that ignores context. Showing the same static ad to a gamer in Seoul and a shopper in Chicago. Running identical assets across CTV, TikTok, and mobile display. This makes users feel unseen, like a date who never asks a single question about you.
The fix: Personalize your creative dynamically. Use behavior, region, or vertical insights to tailor experiences. For example, Adjust data shows APAC users retain longer partly because of stronger localization. And don’t forget to consider channel specificity. What works on a DSP may flop on TikTok, and a playable on mobile should feel very different from a banner. Meeting users where they are, in the language and format that fits, turns “just another ad” into an experience that resonates.
How you lose them: Ads crowded with CTAs, colors, or confusing design. Instead of feeling excited, users feel overwhelmed. It’s the equivalent of monologuing about your entire life story over appetizers.
The fix: Simplify the user experience. Great creative is lightweight, focused, and clear. That doesn’t mean stripping out personality; it means guiding users strategically so they know exactly where to look and what to do. Feature one core message per ad and reinforce it with visuals. Streamlined design not only reduces confusion but eases users into your world, building confidence and driving action.
How you lose them: Creative that doesn’t tap into why users engage in the first place, whether it be competition, connection, relaxation, or recognition. Instead, ads feel generic and disconnected.
The fix: Build creative around specific user motivations. For gaming, that might mean highlighting competition or mastery. For fitness, it might be progress and community. When you align creative with motivation, retention follows.
How you lose them: Repeating the same stale ad creative long after users are fatigued. They start ignoring you, as if you’re telling the same bad joke on every date.
The fix: Monitor creative fatigue and refresh frequently. AI tools can help rotate assets, but human insight ensures each refresh hits emotional triggers. Keep the story evolving.
How you lose them: Bad reviews pile up, and your creative strategy doesn’t address them. Users feel unheard, and new prospects are turned off.
The fix: Use creative to show you’re listening. Highlight updates, user testimonials, or new features in your ads. Playables, in particular, can double as real-time feedback loops by revealing which features users engage with, how they interact with mechanics, and where they drop off. Because every tap tells you something. When you treat interactive ads as both communication and a listening tool, you turn users into co-creators of the experience.
How you lose them: Aggressive ad tactics might spike installs or CTRs today, but they tank retention and brand perception tomorrow. In other words, you might win the fling, but you lose the long-term relationship.
The fix: Invest in high-quality, user-first creative. Deloitte found that 72% of users exposed to high-quality ads kept engaging with the app. When creative delights, users stay. That’s how you build lifetime value, not one-night stands.
👉 Ready to build creative that lasts?