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Growth

Retention

Also known as retention rate, customer retention

The share of customers who keep using your product over time. The opposite of churn — high retention is a sign of a product people love.

Example

If 80 of 100 new users are still active after a month, month-1 retention is 80%.

Related terms

Churn
The percentage of customers (or revenue) you lose in a given period. High churn means people keep leaving.
Cohort
A group of users who started at the same time, tracked together so you can see how behaviour changes over their lifetime.
Activation
The moment a new user first experiences real value from your product — the "aha" that makes them likely to stick around.

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