{"id":208,"count":0,"description":"","link":"https:\/\/tenjin.com\/ja\/glossary\/retention-rate-rr\/","name":"Retention Rate","slug":"retention-rate-rr","taxonomy":"glossaries","parent":0,"meta":{"status":["1","1"],"order":["0","0"],"glossary_term_description":["<div style=\"border: 1px solid #e5e5e5;padding: 16px;border-radius: 8px;background: #fafafa\">\r\n\r\n<b>Definition:<\/b>\r\n\r\n<span style=\"font-weight: 400\">Retention rate is the percentage of users who return to an app after their initial install. It is one of the most important indicators of product health in mobile marketing, measuring whether users find enough value to come back after day zero.<\/span>\r\n\r\n<strong>Formula:\r\n<\/strong>\r\n<pre>Retention Rate = (Unique N-Day Retained Users \/ Unique Day 0 Users) x 100\r\n<b>\r\n<\/b><\/pre>\r\n<\/div>\r\n<h2><\/h2>\r\n<h2 class=\"wp-block-heading\">What is Retention Rate?<\/h2>\r\n<!-- \/wp:heading -->\r\n\r\n<!-- wp:paragraph -->\r\n\r\n<span style=\"font-weight: 400\">Retention rate tells you how many of your users are coming back. A high retention rate means your app is delivering enough value to keep users engaged over time. A low retention rate is a signal that something in the experience is pushing users away.<\/span>\r\n\r\n<span style=\"font-weight: 400\">In mobile marketing, retention rate is tracked at specific intervals after install: Day 1, Day 7, Day 14, Day 30, and Day 90 are the most commonly used benchmarks. Each interval tells a different part of the story. Day 1 retention reflects the strength of your first impression and onboarding experience. Day 30 retention tells you whether users have built a lasting habit around your app.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Retention rate does not exist in isolation. It connects directly to <a href=\"https:\/\/tenjin.com\/glossary\/lifetime-value-ltv\/\">lifetime value (LTV)<\/a>, <a href=\"https:\/\/tenjin.com\/glossary\/churn-rate\/\">churn rate<\/a>, and revenue. An app that retains users well is an app that can grow sustainably.<\/span>\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n<h2><b>Retention Rate Formula<\/b><\/h2>\r\n<img class=\"wp-image-13101\" src=\"https:\/\/tenjin.com\/wp-content\/uploads\/2026\/01\/image466.png\" alt=\"image.png\" \/>\r\n\r\n<span style=\"font-weight: 400\">Retention rate is calculated by dividing the number of users who returned on day N by the total number of users who installed on day 0, then multiplying by 100.<\/span>\r\n<pre>Retention Rate = (Unique N-Day Retained Users \/ Unique Day 0 Users) x 100\r\n\r\n<\/pre>\r\n<span style=\"font-weight: 400\">N refers to the number of days since install. So Day 7 retention measures how many of your original install cohort came back exactly seven days later.<\/span>\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:paragraph -->\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:image {\"id\":13101,\"sizeSlug\":\"full\",\"linkDestination\":\"none\"} -->\r\n<h2><b>How to Calculate Retention Rate: A Step-by-Step Example<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Here is a simple example to make the formula concrete.<\/span>\r\n\r\n<span style=\"font-weight: 400\">An app receives 100 installs on a single day. That is your Day 0 cohort.<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">On Day 1, 35 of those users return. Day 1 retention rate = (35 \/ 100) x 100 = <\/span><b>35%<\/b><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">On Day 7, 20 of those users return. Day 7 retention rate = (20 \/ 100) x 100 = <\/span><b>20%<\/b><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">On Day 30, 8 of those users return. Day 30 retention rate = (8 \/ 100) x 100 = <\/span><b>8%<\/b><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Each of these figures is measured against the original Day 0 cohort, not the previous day's active users. This is what makes retention rate a cohort-based metric and why it is so useful for understanding long-term engagement trends.<\/span>\r\n<h2><b>Retention Rate vs Churn Rate<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Retention rate and churn rate measure the same dynamic from opposite directions.<\/span>\r\n\r\n<b>Retention rate<\/b><span style=\"font-weight: 400\"> tells you the percentage of users who came back. <\/span><b>Churn rate<\/b><span style=\"font-weight: 400\"> tells you the percentage of users who did not.<\/span>\r\n\r\n<span style=\"font-weight: 400\">If your Day 7 retention rate is 20%, your Day 7 churn rate is 80%.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Both metrics are useful, but they serve slightly different purposes in analysis. Retention rate is typically used to benchmark engagement and product quality. Churn rate is often used in subscription and revenue contexts to quantify loss and model risk.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Tracking both gives you a complete picture of how your user base is behaving over time.<\/span>\r\n<table>\r\n<tbody>\r\n<tr>\r\n<td><b>Metric<\/b><\/td>\r\n<td><b>What It Measures<\/b><\/td>\r\n<td><b>Example<\/b><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><span style=\"font-weight: 400\">Retention Rate<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">Users who returned<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">20% came back on Day 7<\/span><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><span style=\"font-weight: 400\">Churn Rate<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">Users who did not return<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">80% did not return on Day 7<\/span><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h2><\/h2>\r\n<h2><b>How to Use Retention Rate in Mobile Marketing<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Retention rate is not just a product metric. It is a core input for mobile marketers making decisions about spend, targeting, and growth strategy.<\/span>\r\n<h4><b>Connect Retention to LTV<\/b><\/h4>\r\n<span style=\"font-weight: 400\">U<\/span><span style=\"font-weight: 400\">sers who retain longer generate more revenue. By connecting your retention data to in-app purchase behavior and ad revenue, you can build more accurate LTV models and make smarter bidding decisions.<\/span>\r\n<h4><b>Identify High-Quality User Segments<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Breaking down retention by channel, creative, or campaign shows you which sources are bringing in users who actually stick around. A campaign with a lower CPI but strong Day 30 retention is often more valuable than one with a high install volume and rapid churn.<\/span>\r\n<h4><b>Inform Creative and Product Decisions<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Low Day 1 retention often points to a gap between what your ad creative promises and what the app actually delivers. Aligning creative messaging with the real in-app experience is one of the most effective ways to improve early retention.<\/span>\r\n<h4><b>Set Smarter UA Goals<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Optimizing purely for installs is a short-term strategy. Incorporating retention benchmarks into your UA goals ensures you are acquiring users who have a genuine chance of becoming long-term, high-value customers.<\/span>\r\n<h2><b>How to Increase Retention Rate<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Improving retention is one of the highest-leverage things you can do for sustainable growth. Here are the most effective approaches:<\/span>\r\n<h4><b>Improve Onboarding<\/b><\/h4>\r\n<span style=\"font-weight: 400\">The first session sets the tone for everything that follows. A clear, frictionless onboarding experience that gets users to their first meaningful moment quickly makes a measurable difference in Day 1 retention.<\/span>\r\n<h4><b>Use Push Notifications <\/b><\/h4>\r\n<span style=\"font-weight: 400\">Well-timed, relevant notifications bring lapsed users back. Over-sending or sending generic messages drives uninstalls. Test timing, tone, and frequency to find what works for your audience.<\/span>\r\n<h4><b>Personalize the Experience<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Users who feel like an app understands them stay longer. Personalization based on behavior, preferences, or progression level increases engagement and reduces churn.<\/span>\r\n<h4><b>Run A\/B Tests on Key Flows<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Retention problems are often hiding in specific parts of the user journey. A\/B testing onboarding steps, core loop mechanics, and reward structures helps you find and fix the drop-off points that are costing you users.<\/span>\r\n<h4><b>Act on Cohort Data<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Retention analysis by cohort shows you whether changes you make are actually improving things over time. If a product update lifts Day 7 retention for the cohort that installed after it shipped, you have evidence that it worked.<\/span>\r\n<h2><b>How Tenjin Tracks Retention Rate<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Tenjin calculates retention rate using a UTC-based cohort strategy. With this approach, Day 1 begins at the first UTC midnight following each user's install timestamp. This aligns Tenjin's retention calculations with other platforms that use UTC-based timestamps, reducing discrepancies across your reporting stack.<\/span>\r\n\r\n<span style=\"font-weight: 400\">To enable this for your account, navigate to <\/span><b>My Account \u2192 Manage User \u2192 Cohort Strategy<\/b><span style=\"font-weight: 400\"> and select your preferred option.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Tenjin also supports retention and relative retention analysis, giving you flexibility in how you measure and interpret user engagement over time. You can connect retention data to your broader performance metrics including LTV, ROAS, and in-app events, all from a single dashboard with no blind spots.<\/span>\r\n\r\n<hr \/>\r\n\r\n<h2><b>Related Terms<\/b><\/h2>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/churn-rate\/\">Churn Rate<\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/lifetime-value-ltv\/\">Lifetime Value (LTV)<\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/cohort-analysis\/\">Cohort Analysis<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/ab-testing\/\">A\/B Testing<\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/in-app-advertising-iaa\/\">In-App Advertising (IAA)<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/in-app-purchases-iap\/\">In-App Purchases (IAP)<\/a><\/li>\r\n<\/ul>\r\n\r\n<hr \/>\r\n\r\n<h2><b>Frequently Asked Questions<\/b><\/h2>\r\n<h4><b>What is a retention rate?<\/b><span style=\"font-weight: 400\">\u00a0<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Retention rate is the percentage of users who return to an app after their initial install. It is measured at specific intervals such as Day 1, Day 7, and Day 30, and is one of the most important indicators of app quality and long-term growth potential.<\/span>\r\n<h4><b>How do you calculate retention rate?<\/b><span style=\"font-weight: 400\">\u00a0<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Divide the number of users who returned on day N by the total number of users who installed on day 0, then multiply by 100. For example, if 100 users installed your app on day 0 and 30 came back on day 7, your Day 7 retention rate is 30%.<\/span>\r\n<h4><b>What is a good app retention rate?<\/b><\/h4>\r\n<span style=\"font-weight: 400\">A strong benchmark for mobile apps is Day 1 retention of 25% to 40%, Day 7 retention of around 20%, and Day 30 retention of 5% to 10%. For casual and hyper-casual games, Day 1 retention of 30% to 40% is considered healthy. Benchmarks vary by category, so it is worth comparing against apps in your specific genre or vertical.<\/span>\r\n<h4><b>What is the difference between churn rate and retention rate?<\/b><\/h4>\r\n<span style=\"font-weight: 400\">They measure the same behavior from opposite directions. Retention rate tells you the percentage of users who came back. Churn rate tells you the percentage who did not. If your Day 7 retention rate is 20%, your Day 7 churn rate is 80%. Both are useful, but retention rate is more commonly used to benchmark engagement while churn rate is used to quantify loss in subscription and revenue models.<\/span>\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n&nbsp;"]},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Retention Rate: Definition, Formula &amp; Benchmarks | Tenjin Glossary<\/title>\n<meta name=\"description\" content=\"Learn what retention rate is, how to calculate it, and what benchmarks to aim for in mobile apps and games. 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It is one of the most important indicators of product health in mobile marketing, measuring whether users find enough value to come back after day zero.<\/span>\r\n\r\n<strong>Formula:\r\n<\/strong>\r\n<pre>Retention Rate = (Unique N-Day Retained Users \/ Unique Day 0 Users) x 100\r\n<b>\r\n<\/b><\/pre>\r\n<\/div>\r\n<h2><\/h2>\r\n<h2 class=\"wp-block-heading\">What is Retention Rate?<\/h2>\r\n<!-- \/wp:heading -->\r\n\r\n<!-- wp:paragraph -->\r\n\r\n<span style=\"font-weight: 400\">Retention rate tells you how many of your users are coming back. A high retention rate means your app is delivering enough value to keep users engaged over time. A low retention rate is a signal that something in the experience is pushing users away.<\/span>\r\n\r\n<span style=\"font-weight: 400\">In mobile marketing, retention rate is tracked at specific intervals after install: Day 1, Day 7, Day 14, Day 30, and Day 90 are the most commonly used benchmarks. Each interval tells a different part of the story. Day 1 retention reflects the strength of your first impression and onboarding experience. Day 30 retention tells you whether users have built a lasting habit around your app.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Retention rate does not exist in isolation. It connects directly to <a href=\"https:\/\/tenjin.com\/glossary\/lifetime-value-ltv\/\">lifetime value (LTV)<\/a>, <a href=\"https:\/\/tenjin.com\/glossary\/churn-rate\/\">churn rate<\/a>, and revenue. An app that retains users well is an app that can grow sustainably.<\/span>\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n<h2><b>Retention Rate Formula<\/b><\/h2>\r\n<img class=\"wp-image-13101\" src=\"https:\/\/tenjin.com\/wp-content\/uploads\/2026\/01\/image466.png\" alt=\"image.png\" \/>\r\n\r\n<span style=\"font-weight: 400\">Retention rate is calculated by dividing the number of users who returned on day N by the total number of users who installed on day 0, then multiplying by 100.<\/span>\r\n<pre>Retention Rate = (Unique N-Day Retained Users \/ Unique Day 0 Users) x 100\r\n\r\n<\/pre>\r\n<span style=\"font-weight: 400\">N refers to the number of days since install. So Day 7 retention measures how many of your original install cohort came back exactly seven days later.<\/span>\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:paragraph -->\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:image {\"id\":13101,\"sizeSlug\":\"full\",\"linkDestination\":\"none\"} -->\r\n<h2><b>How to Calculate Retention Rate: A Step-by-Step Example<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Here is a simple example to make the formula concrete.<\/span>\r\n\r\n<span style=\"font-weight: 400\">An app receives 100 installs on a single day. That is your Day 0 cohort.<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">On Day 1, 35 of those users return. Day 1 retention rate = (35 \/ 100) x 100 = <\/span><b>35%<\/b><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">On Day 7, 20 of those users return. Day 7 retention rate = (20 \/ 100) x 100 = <\/span><b>20%<\/b><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">On Day 30, 8 of those users return. Day 30 retention rate = (8 \/ 100) x 100 = <\/span><b>8%<\/b><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Each of these figures is measured against the original Day 0 cohort, not the previous day's active users. This is what makes retention rate a cohort-based metric and why it is so useful for understanding long-term engagement trends.<\/span>\r\n<h2><b>Retention Rate vs Churn Rate<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Retention rate and churn rate measure the same dynamic from opposite directions.<\/span>\r\n\r\n<b>Retention rate<\/b><span style=\"font-weight: 400\"> tells you the percentage of users who came back. <\/span><b>Churn rate<\/b><span style=\"font-weight: 400\"> tells you the percentage of users who did not.<\/span>\r\n\r\n<span style=\"font-weight: 400\">If your Day 7 retention rate is 20%, your Day 7 churn rate is 80%.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Both metrics are useful, but they serve slightly different purposes in analysis. Retention rate is typically used to benchmark engagement and product quality. Churn rate is often used in subscription and revenue contexts to quantify loss and model risk.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Tracking both gives you a complete picture of how your user base is behaving over time.<\/span>\r\n<table>\r\n<tbody>\r\n<tr>\r\n<td><b>Metric<\/b><\/td>\r\n<td><b>What It Measures<\/b><\/td>\r\n<td><b>Example<\/b><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><span style=\"font-weight: 400\">Retention Rate<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">Users who returned<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">20% came back on Day 7<\/span><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><span style=\"font-weight: 400\">Churn Rate<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">Users who did not return<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">80% did not return on Day 7<\/span><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h2><\/h2>\r\n<h2><b>How to Use Retention Rate in Mobile Marketing<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Retention rate is not just a product metric. It is a core input for mobile marketers making decisions about spend, targeting, and growth strategy.<\/span>\r\n<h4><b>Connect Retention to LTV<\/b><\/h4>\r\n<span style=\"font-weight: 400\">U<\/span><span style=\"font-weight: 400\">sers who retain longer generate more revenue. By connecting your retention data to in-app purchase behavior and ad revenue, you can build more accurate LTV models and make smarter bidding decisions.<\/span>\r\n<h4><b>Identify High-Quality User Segments<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Breaking down retention by channel, creative, or campaign shows you which sources are bringing in users who actually stick around. A campaign with a lower CPI but strong Day 30 retention is often more valuable than one with a high install volume and rapid churn.<\/span>\r\n<h4><b>Inform Creative and Product Decisions<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Low Day 1 retention often points to a gap between what your ad creative promises and what the app actually delivers. Aligning creative messaging with the real in-app experience is one of the most effective ways to improve early retention.<\/span>\r\n<h4><b>Set Smarter UA Goals<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Optimizing purely for installs is a short-term strategy. Incorporating retention benchmarks into your UA goals ensures you are acquiring users who have a genuine chance of becoming long-term, high-value customers.<\/span>\r\n<h2><b>How to Increase Retention Rate<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Improving retention is one of the highest-leverage things you can do for sustainable growth. Here are the most effective approaches:<\/span>\r\n<h4><b>Improve Onboarding<\/b><\/h4>\r\n<span style=\"font-weight: 400\">The first session sets the tone for everything that follows. A clear, frictionless onboarding experience that gets users to their first meaningful moment quickly makes a measurable difference in Day 1 retention.<\/span>\r\n<h4><b>Use Push Notifications <\/b><\/h4>\r\n<span style=\"font-weight: 400\">Well-timed, relevant notifications bring lapsed users back. Over-sending or sending generic messages drives uninstalls. Test timing, tone, and frequency to find what works for your audience.<\/span>\r\n<h4><b>Personalize the Experience<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Users who feel like an app understands them stay longer. Personalization based on behavior, preferences, or progression level increases engagement and reduces churn.<\/span>\r\n<h4><b>Run A\/B Tests on Key Flows<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Retention problems are often hiding in specific parts of the user journey. A\/B testing onboarding steps, core loop mechanics, and reward structures helps you find and fix the drop-off points that are costing you users.<\/span>\r\n<h4><b>Act on Cohort Data<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Retention analysis by cohort shows you whether changes you make are actually improving things over time. If a product update lifts Day 7 retention for the cohort that installed after it shipped, you have evidence that it worked.<\/span>\r\n<h2><b>How Tenjin Tracks Retention Rate<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Tenjin calculates retention rate using a UTC-based cohort strategy. With this approach, Day 1 begins at the first UTC midnight following each user's install timestamp. This aligns Tenjin's retention calculations with other platforms that use UTC-based timestamps, reducing discrepancies across your reporting stack.<\/span>\r\n\r\n<span style=\"font-weight: 400\">To enable this for your account, navigate to <\/span><b>My Account \u2192 Manage User \u2192 Cohort Strategy<\/b><span style=\"font-weight: 400\"> and select your preferred option.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Tenjin also supports retention and relative retention analysis, giving you flexibility in how you measure and interpret user engagement over time. You can connect retention data to your broader performance metrics including LTV, ROAS, and in-app events, all from a single dashboard with no blind spots.<\/span>\r\n\r\n<hr \/>\r\n\r\n<h2><b>Related Terms<\/b><\/h2>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/churn-rate\/\">Churn Rate<\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/lifetime-value-ltv\/\">Lifetime Value (LTV)<\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/cohort-analysis\/\">Cohort Analysis<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/ab-testing\/\">A\/B Testing<\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/in-app-advertising-iaa\/\">In-App Advertising (IAA)<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/in-app-purchases-iap\/\">In-App Purchases (IAP)<\/a><\/li>\r\n<\/ul>\r\n\r\n<hr \/>\r\n\r\n<h2><b>Frequently Asked Questions<\/b><\/h2>\r\n<h4><b>What is a retention rate?<\/b><span style=\"font-weight: 400\">\u00a0<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Retention rate is the percentage of users who return to an app after their initial install. It is measured at specific intervals such as Day 1, Day 7, and Day 30, and is one of the most important indicators of app quality and long-term growth potential.<\/span>\r\n<h4><b>How do you calculate retention rate?<\/b><span style=\"font-weight: 400\">\u00a0<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Divide the number of users who returned on day N by the total number of users who installed on day 0, then multiply by 100. For example, if 100 users installed your app on day 0 and 30 came back on day 7, your Day 7 retention rate is 30%.<\/span>\r\n<h4><b>What is a good app retention rate?<\/b><\/h4>\r\n<span style=\"font-weight: 400\">A strong benchmark for mobile apps is Day 1 retention of 25% to 40%, Day 7 retention of around 20%, and Day 30 retention of 5% to 10%. For casual and hyper-casual games, Day 1 retention of 30% to 40% is considered healthy. Benchmarks vary by category, so it is worth comparing against apps in your specific genre or vertical.<\/span>\r\n<h4><b>What is the difference between churn rate and retention rate?<\/b><\/h4>\r\n<span style=\"font-weight: 400\">They measure the same behavior from opposite directions. Retention rate tells you the percentage of users who came back. Churn rate tells you the percentage who did not. If your Day 7 retention rate is 20%, your Day 7 churn rate is 80%. Both are useful, but retention rate is more commonly used to benchmark engagement while churn rate is used to quantify loss in subscription and revenue models.<\/span>\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n&nbsp;","_links":{"self":[{"href":"https:\/\/tenjin.com\/ja\/wp-json\/wp\/v2\/glossaries\/208","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tenjin.com\/ja\/wp-json\/wp\/v2\/glossaries"}],"about":[{"href":"https:\/\/tenjin.com\/ja\/wp-json\/wp\/v2\/taxonomies\/glossaries"}],"wp:post_type":[{"href":"https:\/\/tenjin.com\/ja\/wp-json\/wp\/v2\/docs?glossaries=208"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}