UA Ledger · Measurement Lab · draft for review

Remove immature installs from a D7 retention denominator

Synthetic teaching inputs. No real campaign results or industry defaults. Change the values to inspect the model. Calculations run locally; this page sends no data and does not retain inputs after closing.

Select an observation cutoff and identify the installs old enough to meet the complete D7 definition. Count returners only among those eligible installs. Keep the retention convention explicit: activity on the seventh day is different from activity on or after it. The worksheet accepts aggregate eligible and immature counts after that upstream classification; it does not infer user age from a date label.

Calculated outputs

Assumption sensitivity

Only immature varies; all other inputs are held constant. This is not a probability range.

Equations

• Mature retention %: 100*returners/eligible
• Incorrect mixed rate %: 100*returners/(eligible+immature)

Additional constraints: (returners<=eligible). The field minimums also apply.

Limits

The returner count must use the same cohort and day-boundary definition as the eligible denominator. This model cannot repair identity resets, missing events or a different definition of active use.

Google Analytics BigQuery Export schema · primary documentation checked 19 September 2026.