How is the out of the box retention calculated?

Retention is cohorted on the install date and reports the percentage of users that came back to the app on that exact day reported. For example, day 7 retention will show the % of user who came back to the app exactly 7 days after install. 

Formula: For the N-day retention that we report on day X

The denominator is the number of users who first ran your app on day X-N
The numerator is the number of users who first ran your app on day X-N and returned on day X

 

 


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