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App/Mobile · Buy-Side calculator

Day-7 Retention

Day-7 retention is the share of new installers still opening the app a week later.

Formula

D7 retention = (Users active on day 7 ÷ Installs) × 100

Fill in any 2 fields. The one you edited longest ago is solved for you.

input
input
waiting
Percent. Waiting for the other fields.

Waiting for 2 values to solve D7 retention.

What is D7 retention?

Day-7 retention is the share of new installers still opening the app a week later. It is the earliest reliable signal of whether an acquisition channel is bringing in the right users.

Worked example

If users active on day 7 is 1,500 and installs is 6,000, then D7 retention = 25.00%.

D7 retention = (Users active on day 7 ÷ Installs) × 100

Formula variable breakdown

activeUsers active on day 7
Enter users active on day 7 directly, or leave it blank and let the solver calculate it from the other 2 fields.
installsInstalls
Enter installs directly, or leave it blank and let the solver calculate it from the other 2 fields.
d7D7 retention(output)
Enter D7 retention directly, or leave it blank and let the solver calculate it from the other 2 fields.

Tactical application guide

D7 retention links users active on day 7 and installs in a fixed ratio, so any two pin down the third. Planning backwards is where it earns its keep: enter the users active on day 7 you have and the D7 retention you are targeting, and the solver tells you the installs you must secure. Or lock installs and D7 retention from a benchmark to see the users active on day 7 that plan implies before you commit.

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