Calculate Day 7 retention and predict long-term user engagement
Day 7 (D7) retention measures the percentage of users who return to your app exactly 7 days after installing. It's a critical early indicator of user engagement and app stickiness.
Formula: D7 Retention = (Day 7 Active Users ÷ Day 0 Installs) × 100
D7 retention is highly predictive of long-term retention and LTV. Users who return after a week have typically formed a habit. Poor D7 retention often indicates issues with onboarding, core loop, or user-app fit.