App Retention Rate Calculator
Free CalculatorTurn starting users, ending users and new signups into your true cohort retention rate β instantly and privately.
100% private
Runs in your browser β no numbers leave your device.
Your numbers
Active users at the START of the period.
Active users at the END of the period.
New users acquired DURING the period.
Retention rate
50.0%
The cohort formula ((end β new) Γ· start). Excludes new signups so you measure true stickiness.
Churn rate
50.0%
Share of your starting users who did not stay.
Users lost
500
Starting users who did not stay through the period.
How it works
Enter starting users
Active users at the start of your period (day, week or month).
Add ending users
Active users at the end of that same period.
Add new signups
New users acquired during the period β these are excluded.
Read your retention
Cohort retention, churn and users lost update live.
Turn retention into growth
Reverze rebuilds your App Store screenshots into higher-converting creative β so the users you attract are the right ones who stay.
How do you calculate app retention rate?
Retention rate is the share of your original users who are still active at the end of a period. The right way to measure it is the cohort formula: subtract new signups from your ending user count, then divide by your starting count β ((end β new) Γ· start). Removing new users matters because they inflate the raw end number and hide how many of your original cohort actually stuck around. This calculator returns that true retention rate, plus its mirror image (churn) and the exact number of users you lost.
Retention is the metric that compounds. A small lift in retention doesn't just add a few users β it raises the average lifetime of every user, which directly multiplies lifetime value (LTV) and, in turn, how much you can afford to spend acquiring the next cohort. High churn quietly caps growth no matter how much traffic you buy. The fastest lever early on is a first impression that attracts the right users and sets honest expectations β exactly what a sharp App Store listing does, and what Reverze rebuilds.