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! Answer from Strict_Bench_6264 on reddit.com
Zendesk
zendesk.com › blog › calculate-customer-retention-rate
Customer retention rate + formula: A guide for 2025
August 11, 2025 - 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 90 percent: [(100-10)÷100] x 100 = 90%. By ...
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 - There are also several calculations. One of the most popular is: ... In this equation, O represents the average order value, and R is the repeat purchase rate. C is the customer acquisition cost. That’s how much you spend in marketing and other expenses to gain the average customer. Knowing your CLV can be useful when trying to decide how much to spend on customer retention.
Videos
07:40
Simple Formula to Calculate Your Customer Retention Rate - YouTube
12:10
Customer Retention & Churn Rate for Ecommerce (incl. template) ...
01:57
How To Calculate Retention Rate - YouTube
01:25
How to Track User Retention: Expert Tips and Techniques - YouTube
08:59
What Is the “Ideal” Retention Rate? - YouTube
03:58
How To Calculate User Retention? - Be App Savvy - YouTube
Wall Street Prep
wallstreetprep.com › home › retention rate
Retention Rate | Formula + Calculator
September 18, 2024 - The formula to calculate the retention rate is equal to the difference between the number of customers at the end of the period and new customers, divided by the number of customers at the beginning of the period.
Paddle
paddle.com › resources › calculate-retention-rate
Calculate retention rate: Formula + top 4 mistakes to avoid
Thus, the retention rate formula is pretty straightforward: the # of active users continuing to subscribe divided by the total active users at the start of a period = retention rate.
Userpilot
userpilot.com › blog › retention-calculation
User Retention Calculation For SaaS
February 28, 2022 - Here’s a scenario to help you better understand the classic retention calculation. Let’s say 100 users used your app on Day 0. On the seventh day after day 0, 20 people came back. Later, 38 users returned on the 30th day. According to the classic retention model, your retention rates for Day 7 and Day 30 are 20% and 38% respectively.
CleverTap
clevertap.com › blog › retention-rate
Customer Retention Rate Calculator + How to Calculate & Improve Retention
June 30, 2025 - Customer retention rate reflects ongoing engagement. Use our retention rate calculator to analyze performance, identify churn risks, and take action to keep users coming back.
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!
Top answer 1 of 4
3
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!
2 of 4
3
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
Userpilot
userpilot.com › blog › user-retention
User Retention: How to Calculate & Improve It
September 28, 2024 - The equation first calculates the number of users who stay active/convert. Then, it divides those active/paid users by the total initial users, giving you the percentage of repeat customers. Example: Let’s say 500 users signed up in January.
Idomoo
idomoo.com › home › how to calculate retention rate: a beginner’s guide
How To Calculate Customer Retention Rate: Meaning & Formula
September 12, 2025 - Calculate the number of retained customers: Subtract the number of new customers (CN) from the total number of customers at the end of the period (CE). In this example, it would be 530 – 80 = 450 retained customers.
Geckoboard
geckoboard.com › kpi examples › mobile app
Retention Rate | KPI example | Geckoboard
(#) Users retained at the end of time period / (#) installs at start of time period = (%) Retention Rate for Cohort · Calculating the Retention Rate can be done a couple of different ways.
ContentSquare
contentsquare.com › guides › customer-retention › metrics
7 Metrics + KPIs To Calculate And Track Customer Retention
CRR is often used by subscription ... year), subtract the number of new customers gained during that period from the total number at the end, divide the result by the number of customers at the start, and multiply by 100...
WebEngage
webengage.com › home › retention rate calculator
Retention Rate Calculator - WebEngage
January 6, 2025 - No. of Customers At End of Period Calculate ... Customer Lifetime ValueAverage Revenue Per UserDollar Retention RateChurn RateStickiness RatioGrowth RateCustomer Acquisition CostRoASNet Promoter ScoreWhatsApp ROI
Livesession
livesession.io › blog › user-retention-rate
Guide to New User Retention Rate & How to Calculate this Metric | LiveSession
The user retention rate is a crucial ... time period. To calculate it, subtract the number of new customers acquired during that time from the total number of users at the beginning of the period....
Salesforce
salesforce.com › service › digital-customer-engagement-platform › customer-retention-rate
Customer retention rate: formula & improvement tips | Salesforce US
To determine your customer retention rate, you just need three numbers: ... 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.
Braze
braze.com › resources › blog › the top 3 ways to ca...
Calculate User Retention Rate | Braze
October 4, 2024 - Your Day 1 retention rate is 3/10 or 30%. Your Day 2 retention rate is 2/10 or 20%. If five people were to come back 89 days from Monday the 1st (not shown), your Day 90 retention rate would be 5/10 or 50%. Note that the two individuals who ...
Narrative
narrative.bi › free-tools › customer-retention-rate-calculator
How to Calculate Customer Retention Rate | Narrative BI
Customer Retention Rate calculation involves subtracting the number of new customers acquired during a period from the total number of customers at the end of the period, then dividing by the number of customers at the beginning of the period, and multiplying by 100 to get a percentage...
Omni Calculator
omnicalculator.com › finance › customer-retention-rate
Customer Retention Rate Calculator
January 18, 2024 - Our customer retention rate calculator can help you to calculate the number of customers that stay with your business after a selected period.
Rows
rows.com › calculators › retention-rate-calculator
Retention Rate Calculator
Retention rate = (Total number of users at the end of the period - Total number of new users signed up during the period) / Total number of existing users at the beginning of the period
RingCentral
ringcentral.com › home › how to calculate and improve your customer retention rate
How to calculate and improve your customer retention rate
March 13, 2025 - The best tools for measuring customer retention rate—and the reasons behind it—include comprehensive web analytics platforms and CRM systems with detailed reporting and behavioral analytics. You can also use customer support systems with integrated analytics, and subscription management software. These tools offer cohort analysis, user behavior tracking, customer journey mapping, and retention insights.
Udonis
blog.udonis.co › mobile-marketing › why-you-need-to-track-user-retention-in-mobile-apps-and-games
What Is User Retention Rate? Meaning, Formula, and Calculator
February 29, 2024 - Define the Cohort: Cohorts can be based on the user’s sign-up date, first purchase, or any other shared activity. Determine Time Intervals: Decide on the intervals (daily, weekly, monthly) you want to track the cohort’s retention rate. Calculate Retention for Each Interval: Use the same formula, but apply it to your cohort for each time interval.