Retention rate
Also: D1 retention · D7 retention · D30 retention
Retention rate is the share of a cohort still active N days after install. D1, D7, and D30 retention are the standard checkpoints for mobile apps.
Dn retention = Users active on day n ÷ Users in cohort
Retention is the earliest reliable signal of cohort quality and the main input to predicted LTV. Two channels with the same CPI and different D7 retention will diverge sharply by D90 revenue.
Benchmarks vary widely by category — casual games, subscription utilities, and fintech apps live in different worlds — so compare channels within your own app rather than against industry averages.
Related terms
In Roasy
Roasy computes this across every ad network, Adjust, and RevenueCat on one screen — real revenue, cohort windows, and the same definition everywhere.