Retention Funnel Planner (D1/D7/D30)
This calculator projects D1/D7/D30 active users from a starting cohort size and your own retention percentages, and shows the relative drop-off between each stage so you can see where the steepest decline actually is. For the systems-design causes behind a typical drop-off, see why players quit after day 7.
How This Calculator Works
Active users at each stage is simply cohort size multiplied by your retention percentage. Relative drop-off between two stages is how much of the remaining (not original) audience is lost â this is what points to whether onboarding or mid-term engagement is the bigger problem, which the player retention audit checklist walks through in detail.
FAQ: Retention Funnel Planner
Where do I get my D1/D7/D30 percentages?
From your own analytics platform (most game analytics tools report this directly), or from a past cohort if you're planning ahead for a launch. This tool doesn't estimate or assume these numbers for you â it only projects and compares whatever you enter.
Why compare relative drop-off instead of just the raw percentages?
Because relative drop-off (how much of the remaining audience is lost between two points) shows you WHERE the steepest decline is, which is more actionable than the raw percentages alone. A steep D1-to-D7 relative drop points to onboarding; a steep D7-to-D30 drop points to mid-term engagement.
Does this tell me if my retention is good or bad?
No â deliberately. There's no invented industry-average benchmark here. Compare your numbers against your own past cohorts or genre peers you trust, using the diagnostic reasoning in the retention audit checklist linked below.
Can I use this for a premium (non-live-service) game?
Yes, though "day-based" retention is more naturally suited to live-service and mobile games. For premium games, consider swapping D1/D7/D30 for completion percentages at three points in the campaign instead, using the same projection logic.