Retention rate calculator

Calculate day-N retention for an app cohort: how many of the users who installed on the same day are still active N days later.

Retention Rate Calculator

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Users in the cohort (installs on day 0)

Of them, active on day N

Day N

1, 7 or 30 are the usual checkpoints

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Learn more: What is app retention rate? · All app metrics in the glossary

Retention rate formula

Day-N retention = users from the cohort active on day N ÷ users in the cohort × 100

A cohort is a group of users who installed (or first opened) the app on the same day. Day 0 is the install day. Measure classic day-N retention for comparisons: the user must be active on exactly that day.

Example

2,000 people install on 1 March. On 31 March, 180 of them open the app: day-30 retention is 180 ÷ 2,000 × 100 = 9%.

How to use the result

Day 1 tells you whether onboarding works.
Day 7 tells you whether the app became a habit.
Day 30 tells you whether you have a lasting product, and it drives lifetime value.

Compare your own cohorts after every release instead of chasing an industry number; categories differ too much. More on definitions, curves and how to improve retention in the glossary: app retention rate.

FAQ

How do you calculate retention rate for an app?

Divide the number of users from a cohort who are active on day N by the number of users in that cohort, then multiply by 100. Example: 180 active on day 30 out of 2,000 installs = 9%.

What is the difference between retention and churn?

Retention is the share of users who stay; churn is the share who leave. For the same cohort and period, churn is roughly 100% minus retention. See the churn rate calculator.

Should I use day-N or rolling retention?

Day-N (classic) retention is stricter and the one most benchmarks use. Rolling retention counts users active on day N or any later day, so it is always higher. Pick one and keep it.