Fullstory
fullstory.com › blog › user retention rate: how to calculate it & why it's critical
User Retention Rate: How to Calculate & Improve Key Customer Metrics | Fullstory
February 22, 2023 - Let’s say your app started the month with 100 users. 20 users delete the app during the month, but 40 new customers sign up, leaving you with 120 users. If you only used the raw number of customers, you’d have an app retention rate of 120% – a literal impossibility.
Whatfix
whatfix.com › home › user onboarding › what is user retention? how to measure & improve it (2025)
What Is User Retention? How to Measure & Improve It (2025)
October 3, 2025 - One month after downloading a mobile app, the average retention rate is just over 40%. By month three, it’s down to 30% User retention is a critical metric for product teams.
How do you calculate the retention rate? (Engaged users or installs?)
Depends on many factors, but traditionally: 7-day retention: players coming back every day for a week 30-day retention: players coming back every day for a month Week-on-week retention: players returning from one week to the next Month-on-month retention: players returning from one month to the next Usually expressed as a percentage of the playerbase. So for example, a 50% 7-day retention means that 50% of players return daily. You also check this over time. E.g. week-on-week retention rate for the past six months. Edit: Rewrote for less ambiguity. Don't write Reddit posts on your coffee break! More on reddit.com
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March 17, 2025Should I use User Churn Rate or Revenue Churn Rate to calculate the LTV?
Calculate it both ways. If they’re close then it doesn’t really matter. Just make sure you’re consistent. If they’re drastically different, it’s because your churn rates are correlated in some way to the size of customer. In this case I like separating customers into groups based on revenue and calculating LTV separately for each group and add them together. You’ll get a good idea what part of your customer base is stickier than others and can act accordingly. More on reddit.com
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November 14, 2022What is considered good viewer retention?
This is hard to answer because there are so many variables. However, a good viewer retention for long form YouTube videos is at least 50%. My videos are 15 to 20 minutes long and I usually get 7-10 minute retention. Recently, retention has fallen to about 5-8 minutes. I want to improve my stats so I started to use services like Marketing Heaven and promote my content on other social media sites. I also do a lot of collaborations. More on reddit.com
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May 20, 2023How do you calculate retention rate?
To calculate retention rate, you need the number of customers at the start and end of a period and the number of new customers acquired during this time. The formula is: [(Ending Customers - New Customers) / Starting Customers] x 100. This provides the percentage of customers retained.
appsflyer.com
appsflyer.com › appsflyer homepage › retention rate
Retention rate | AppsFlyer mobile marketing glossary
What is the difference between retention rate and churn rate?
Retention rate indicates the percentage of customers who continue to use a service or product over a given period, while churn rate measures the percentage of customers who stop using the services within the same period. High retention typically means sustainable revenue, whereas high churn can impact ROI.
appsflyer.com
appsflyer.com › appsflyer homepage › retention rate
Retention rate | AppsFlyer mobile marketing glossary
What strategies can improve retention rate?
To improve retention, you should use customer feedback to identify weaknesses, map and improve customer journeys, and set realistic expectations. Enhancing user onboarding and using product data to improve personalization will help, while further strategies include keeping the product top of mind through marketing, rewarding loyal customers, and re-engaging inactive customers through automated emails.
appsflyer.com
appsflyer.com › appsflyer homepage › retention rate
Retention rate | AppsFlyer mobile marketing glossary
Videos
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How to Track User Retention: Expert Tips and Techniques - YouTube
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Simple Formula to Calculate Your Customer Retention Rate - YouTube
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Customer Retention & Churn Rate for Ecommerce (incl. template) ...
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How To Calculate Retention Rate - YouTube
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What Is the “Ideal” Retention Rate? - YouTube
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How To Calculate User Retention? - Be App Savvy - YouTube
Amplitude
amplitude.com › blog › user-retention
What Is User Retention? Plus 5 Ways to Improve it
User retention and churn rate are related but different. While user retention calculates the number of users a business retains, churn rate is the number of users a business loses or how many customers don’t re-subscribe to a SaaS product. All users have two options: churn or continue using ...
Pendo
pendo.io › glossary › user-retention
What is User Retention? | Pendo.io
July 29, 2025 - User retention looks at first-time users within a specific timeframe and calculates the percentage of those users that return in subsequent time periods.
Geckoboard
geckoboard.com › kpi examples › mobile app
Retention Rate | KPI example | Geckoboard
The Retention Rate is the percentage of people who continue to use your app over a given period of time (week, month, or quarter). It’s the inverse of user churn.
Wall Street Prep
wallstreetprep.com › home › retention rate
Retention Rate | Formula + Calculator
September 18, 2024 - Retention Rate is the percentage of customers who continue to use a company's products or services across a specified period.
Business News Daily
businessnewsdaily.com › home › grow your business › sales & marketing
What Are Customer Retention Rates?
March 28, 2024 - Let’s say at the beginning of the most recent quarter, your company had 120 customers. Over this quarter, you gained 40 customers but lost 10. As such, S = 120, E = 120 + 40 – 10 = 150, and N = 40. When you plug these values into the customer retention rate formula, you get the following:
FullSession
fullsession.io › blog › what is user retention? (+ how to measure & improve it)
What is User Retention? (+ How to Measure & Improve It)
September 9, 2024 - To calculate it, you need two numbers: ... the period. The formula looks like this: Retention Rate = (# of users at the end of the period ÷ # of users at the start of the period) x 100%...
AppsFlyer
appsflyer.com › appsflyer homepage › retention rate
Retention rate | AppsFlyer mobile marketing glossary
April 8, 2024 - You need three pieces of information to calculate your company’s retention rate using the basic formula: The number of customers at the beginning of a defined time · The number of customers your company gained during the period ... For example, assume that your mobile app had 1,000 users at the beginning of the first quarter and ended the quarter with 1,200 users.
Zendesk
zendesk.com › blog › calculate-customer-retention-rate
Customer retention rate + formula: A guide for 2025
August 11, 2025 - Multiply by 100: The result is a percentage. Say a company has 100 customers at the start of the period (S), ends the period with 100 customers (E), and adds 10 customers over the period (N). The organization has a customer retention rate of ...
Reddit
reddit.com › r/gamedev › how do you calculate the retention rate? (engaged users or installs?)
r/gamedev on Reddit: How do you calculate the retention rate? (Engaged users or installs?)
March 17, 2025 -
Hello. I wonder how other developers calculate their games' retention rates. Do you filter out the players who downloaded the game and did not spend even 2-3 minutes? Or do you directly get the retention rate metrics from Firebase console, Google Analytics, etc?
In my experience, after calculating it based on the people who spent enough time in the game to start their first match (happens between 3 to 10 minutes after entering the game) using the 24-hour rolling window, I realized that I get 2 times higher day-1 retention rate than what it shows on Google Analytics.
Therefore I'm a bit confused. The real purpose of this metric is to see the engagement and I think what I'm doing makes sense. The problem is that I don't want to look like I'm lying to potential investors.
I would love to hear what other developers, publishers, or investors think about it!
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Depends on many factors, but traditionally: 7-day retention: players coming back every day for a week 30-day retention: players coming back every day for a month Week-on-week retention: players returning from one week to the next Month-on-month retention: players returning from one month to the next Usually expressed as a percentage of the playerbase. So for example, a 50% 7-day retention means that 50% of players return daily. You also check this over time. E.g. week-on-week retention rate for the past six months. Edit: Rewrote for less ambiguity. Don't write Reddit posts on your coffee break!
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Retention is not supposed to be based on any segmentation / user dimension. It should take into account any and all users that initiated a session in a selected time period (cohort) regardless of what feature they engaged with. Additionally, you're masking deeper problems by your approach within the product if a major chunk of your player base churns before engaging with the core loop at least twice. You'd be setting up yourself for failure if you advertise d(x) rates to investors that are double the benchmark of the genre. You can check game analytics benchmark reports that was released recently here: https://www.gameanalytics.com/reports/2025-mobile-gaming-benchmarks
Paddle
paddle.com › resources › calculate-retention-rate
Calculate retention rate: Formula + top 4 mistakes to avoid
User retention rate measures the percentage of users that stay on with your service from week to week, month to month, et cetera. It's the metric that is most often referenced as “retention.” Meanwhile, MRR retention is the revenue maintained ...
Adjust
adjust.com › glossary › what is a retention rate?
What is a retention rate and why is it important? | Adjust
A retention rate gives a number to the percentage of users who still use an app a certain number of days after install.
CleverTap
clevertap.com › blog › user-retention-guide
What is User Retention? How to Measure and Improve It
June 24, 2025 - Retention Rate (%) = (Number of Customers at the End of the Period – Number of New Customers Acquired during the Period) ÷ Number of Customers at the Start of the Period × 100 · Churn rate is the percentage of users who stop engaging with ...
Salesforce
salesforce.com › service › digital-customer-engagement-platform › customer-retention-rate
Customer retention rate: formula & improvement tips | Salesforce US
To calculate your customer retention rate, take the number of customers you have at the end of the period and remove the number of new customers acquired during that period. Then divide that number by the customers you started with.
Uservoice
uservoice.com › blog › improve-customer-retention-rate
How to Calculate (and Improve) Your Customer Retention Rate | UserVoice Blog
June 23, 2025 - According to 2021 research from ... adding a single new customer. Your customer retention rate (CRR) is a measure of how loyal your customers are....
Userpilot
userpilot.com › blog › user-retention
User Retention: How to Calculate & Improve It
September 28, 2024 - Across most industries, the average eight-week retention is below 20%. There are some industry-specific relationships: in media or finance, over 25% is considered a good user retention rate.
Adjust
adjust.com › resources › guides › user retention
The app user retention handbook for marketers | Adjust
Generally, an app is considered high-performing if it retains over a third of its users after install. Global retention benchmarks reveal that retention falls to 26% on day 1, 13% by day 7, and 10% by day 14. After 30 days, the retention rate ...
Livesession
livesession.io › blog › user-retention-rate
Guide to New User Retention Rate & How to Calculate this Metric | LiveSession
September 21, 2023 - Track returning users: By January 15th, 3,000 of those users had opened the app again. Calculate retention rate: (3,000 returning users / 10,000 starting users) x 100 = 30% retention rate.
ContentSquare
contentsquare.com › guides › customer-retention › metrics
7 Metrics + KPIs To Calculate And Track Customer Retention
November 6, 2024 - For SaaS companies: divide the monthly average revenue per account (ARPA) by your user churn rate (see below). ARPA is monthly recurring revenue (MRR) divided by the total number of customer accounts. The higher your LTV, the better. If you’re working to improve retention, you should see LTV increasing over time.