Metric
Mobile day-N retention
Share of app installs active again exactly on day 1, 7 or 30 (bounded). Aggregator midpoints run about 26%, 14% and 6%, with definitions that vary by vendor, so treat them as orientation only.
Plain label: installs still active on day NAlso known as: D1 D7 D30 retention, app retention
Category spread. Day-30 retention differs a lot by category in AppsFlyer data (for example News about 15% on iOS versus Social about 3%; benchmark confidence C), so a category-matched reference beats the all-app midpoint.
Better reads. Opening the app is not the value event. For decisions, use cohort retention on the value event at the product's own cadence, and keep day-N install retention as a top-of-funnel check.
Benchmarks
Every benchmark carries its year and a confidence grade for its source. Use them to calibrate, not as targets.
| Context | Median | Top 25% | Top 10% | Source |
|---|---|---|---|---|
| day 1, all installs, bounded; midpoint of a 25-28% range; definitions vary between vendors | 26% | — | — | Aggregators citing Adjust and AppsFlyer, 2025Benchmark confidence C. A secondary source. |
| day 7, all installs, bounded; midpoint of an 11-18% range | 14% | — | — | Aggregators citing Adjust and AppsFlyer, 2025Benchmark confidence C. A secondary source. |
| day 30, all installs, bounded; midpoint of a 5-8% range | 6% | — | — | Aggregators citing Adjust and AppsFlyer, 2025Benchmark confidence C. A secondary source. |
Sources
Mobile app retention benchmarks · Braze (citing AppsFlyer data), 2026
Benchmark confidence C. A secondary source.
Book content is paraphrased, never quoted at length. Last verified October 24, 2026.
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