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Retention Rate Calculator

Measure how many players return after install. Results are estimates and run privately in your browser.

Try a worked example

Illustrative inputs, not actual studio results. Selecting an example replaces the values below; edit them to use your own numbers.

8 returning players out of 20 is 40%. One additional return changes the rate by 5 percentage points.

400 returning players out of 1,000 is also 40%. One additional return changes the rate by only 0.1 percentage point. Keep the return window consistent.

Player retention rateEnter your values

Enter your values to see a result.

How to use this tool

Choose a starting cohort and the exact return window. Day-one retention counts members of that cohort who return on day one; it does not count unrelated new players arriving that day.

How the calculation works

Retention rate = returning players ÷ starting cohort × 100

Example

If 320 of 1,000 new players return on day 1, day-1 retention is 32%.

Read the result without overestimating it

Keep exact-day retention separate from rolling or range retention. A player returning only on day three may count in one definition and not another, so label the method alongside the percentage.

Why this result matters

Retention shows whether a specific install cohort returns. Day 1, day 7, and day 30 answer different questions and should never be mixed.

Tips for a more useful estimate

  • Define the cohort date and return day clearly.
  • Exclude internal testers.
  • Compare similar traffic sources and countries.

Frequently asked questions

What counts as returning?

A player active during the selected return window according to your analytics definition.

Is higher always better?

Usually, but the right target depends on genre, audience, and session pattern.

FROM THE STUDIO

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Prepared by Dorn Bros Entertainment · Updated October 27, 2026 · Report a calculation issue

This free tool provides an estimate for general informational purposes. It is not financial, tax, legal, or professional advice.