Day 1 Retention Rate (D1 Ret)
Percentage of users who return on day 1 after first engagement
FORMULA
D1 Retention = (Users Active on Day 1 / Users Acquired on Day 0) × 100
What is Day 1 Retention Rate?
Day 1 Retention Rate measures the percentage of new users who return to the product on the next calendar day after their first use. It's an early indicator of product engagement and first-use experience quality. Typical D1 retention ranges from 25-50% for mobile apps.
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Sample Data
| cohort | d0 | d1 | retention |
|---|---|---|---|
| Mar 1 | 1,000 | 350 | 35 |
| Mar 2 | 1,100 | 398 | 36.2 |
| Mar 3 | 1,050 | 389 | 37 |
| Mar 4 | 1,200 | 456 | 38 |
Required Data Columns
Cohort DateDay 0 UsersDay 1 Users