Retention Rate (App)

The percentage of users who continue engaging with an app after their initial engagement.

Similarweb measures retention by the proportion of users who actively use your app on a specific day after the initial download and usage. Similarweb offers retention rate metrics for initial app usage by the user - Day 1 thru Day 7, Day 14, and Day 30.


At Similarweb, we calculate retention rate from the point the app is first used (opened) and the usage of the app by cohort (Day 0, Day 1, Day 2…etc.). We then calculate the cohort average per month.

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