Meta terminology

LTR

Long Term Retention

How much of a joining cohort is still active after a long interval, measured as MAP_28 at a given "FB age". Central to the tween-acquisition analyses: people who joined at 11-12 were found to have several times the long-term retention of adult joiners.

Sources

Internal documentUnsealed internal messages ("Market Strategy Youth Update")2 Nov 2018

Internal documentLong Term Retention: The Young Ones are the Best Ones21 Nov 2018

Internal documentM&A and Market Landscape Review: Long Term Retention and its Implications13 Dec 2018