Day 30 Retention Rate (D30 Ret)
Percentage of users who remain active 30 days after first use
FORMULA
D30 Retention = (Users Active in Days 30-60 / Users Acquired on Day 0) × 100
What is Day 30 Retention Rate?
Day 30 Retention Rate measures the percentage of users who return at least once during the month following their first use. It's the most important retention metric for monthly products and indicates long-term product engagement. Typical targets: 20-40% for consumer, 40-60% for B2B SaaS.
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Sample Data
| cohort | d0 | d30 | retention |
|---|---|---|---|
| Jan 1 | 1,000 | 120 | 12 |
| Feb 1 | 1,050 | 147 | 14 |
| Mar 1 | 1,100 | 176 | 16 |
| Apr 1 | 1,200 | 228 | 19 |
Required Data Columns
Cohort DateDay 0 UsersDay 30 Users