Retention is a question of when

A retention number is two definitions and a clock. Change any of the three and the number moves, sometimes by a lot.

Pick the starting event

People who signed up and people who finished setup are different cohorts. Both are fair choices. Pick one and write it above the chart.

Say what coming back means

Opening the app is not the same as doing the thing the product is for. A return event that is too easy flatters the curve.

If two people on your team give different answers for what a returning user is, the chart is not ready.

Then pick the clock

Calendar weeks favour people who sign up on a Monday. Counting from each person’s own first day is fairer and a little harder to explain.

See the retention guide for the options.