Unity & In-App UA
D7 Retention
The share of a cohort still active seven days after install, and the first window at which an in-app campaign can be judged honestly against its target economics.
D7 retention is the share of a cohort still active on the seventh day after install. It carries more weight than the D1 figure because day one largely measures whether the creative promised the right thing, while day seven is the first point at which an in-app iGaming campaign can be judged honestly against its target economics, by which time the path from install to registration to deposit has had room to run.
The hard rule is that a D7 metric does not exist until a cohort is eight days old. A three-day-old campaign showing zero at D7 is not failing, that number has nowhere to come from yet. Judge young cohorts on what has matured, meaning technical integrity at D0 and D1 and install-to-registration around D3, and record a HOLD with a review date instead of killing a campaign on data that has not arrived.
In buyer speech
“It is four days old, there is no D7 yet, put it on HOLD until Friday and stop looking at it.”