Retention Rate
The share of a group of users who are still active after some time.
Retention = still active after N days ÷ users in the group × 100
Why it matters
It shows whether the product keeps delivering value.
How to use it
- Measure by groups who joined at the same time.
- Choose a time span that fits how often the product should be used.
- Expect it to react slowly to design changes.
Example
If 250 of 1,000 people who joined in March are active 30 days later, day-30 retention is 25%.