# Retention rate

The share of a defined starting group that remains active or subscribed under a stated rule.

The share of a defined starting group that remains active or subscribed under a stated rule.

## An example

If 40 of 100 new users return on day seven, day-seven retention for that cohort is 40%.

## Why it matters

Point-in-time return, rolling retention and subscription renewal measure different behaviors.


## Related terms
- [Active user](https://jolts.xyz/resources/glossary/active-user)
- [Cohort](https://jolts.xyz/resources/glossary/cohort)
- [Lifetime value (LTV)](https://jolts.xyz/resources/glossary/lifetime-value)

## Next step

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