User Retention is the percentage of users who return and continue to use your product, website, or app over a defined period. It indicates how successful your business is at keeping users engaged after their first visit or signup.
To calculate User Retention, divide the number of users who continue to use your product at the end of a period by the number of users you had at the beginning of that period. Multiply by 100 to express it as a percentage.
User Retention (%) = (Retained Users ÷ Users at Start of Period) × 100
User Retention (%) = (Retained Users ÷ Users at Start of Period) × 100
If you started the week with 1,000 users and 600 of them returned to use your app by the end of the week, your weekly User Retention Rate would be 60%.
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A good User Retention Rate depends on your product type and industry, but 30–60% weekly retention is often considered strong in apps and SaaS. Higher retention shows strong product value and user satisfaction.
Low User Retention – especially if most users drop off after one visit – suggests weak onboarding, unclear value, or poor product experience.
Make onboarding fast, intuitive, and valuable – so users immediately see how your product solves their problem.
Tailor content, messages, and recommendations based on user behavior to keep the experience relevant and engaging.
Send timely emails, push notifications, or offers to bring users back when activity drops.
