User Retention Rate (D7 / D30)
Percentage of users who return to the product 7 or 30 days after first use
What is User Retention Rate (D7 / D30)?
User retention rate at day 7 or day 30 is the percentage of a group of new users who are still active a week or a month after they first arrived. It shows how well a product keeps the people it wins.
Retention is one of the most important signs of whether a product delivers lasting value.
How this KPI is measured
- Function
- Product & Engineering
- Sub-function
- Product Performance
- Industry
- All Industries
- Type
- Leading
- Impact
- Operational
- Unit
- %
- Measurement frequency
- Weekly / Monthly
- Formula
- (Users active on Day 7 or Day 30 / Total users acquired in cohort) × 100
How to calculate it
Divide users active on day 7 or day 30 by the total users acquired in the cohort, and multiply by 100.
For example, if 10,000 users joined in a week and 2,500 were active on day 30, day 30 retention is 25%.
Track each cohort separately, define active clearly, and compare cohorts over time to see whether changes improve retention.
Where it is used
Judging product value
See whether users stay.
Testing onboarding
Measure the effect of changes.
Forecasting growth
Estimate the long-term base.
How to improve it
Tips and common mistakes
- Expected retention varies a lot by product type.
- Look at the retention curve, not a single point.
- Segment by acquisition source.
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