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Retention rate

Retention rate is the percentage of users who come back or stay active over a given period.

Written by Reflective Data experts · updated Oct 5, 2026

For a subscription product it might mean customers who renew; for an app, users who return in week four. Choose a definition that matches how your business creates value.

Plot retention curves by cohort to see whether product changes actually improve loyalty.

related

Churn rateCohort analysisCustomer lifetime value (LTV)

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