Retention Rate
The percentage of users who continue using a protocol after their first interaction, measured over time.
In-Depth Explanation
Retention reveals whether a protocol creates lasting value or just attracts one-time users chasing incentives. Week-1 retention of 30% means 30% of new users returned within a week. DeFi protocols often see retention spike during airdrops then crater. Protocols with high organic retention have more sustainable economics.
Related Terms
Daily Active Users
DAUThe number of unique wallet addresses interacting with a protocol in a 24-hour period.
Monthly Active Users
MAUThe number of unique wallet addresses interacting with a protocol over a 30-day period.
Mercenary Capital
Capital that moves between protocols purely to chase the highest incentives, with no loyalty or long-term commitment.
More in Metrics
View all →Total Value Locked
TVLThe total value of crypto assets deposited in a DeFi protocol or across all of DeFi.
Protocol Revenue
Fees collected by a protocol that accrue to the protocol itself or its tokenholders, rather than to liquidity providers or other participants.
Take Rate
The percentage of transaction volume or fees that a protocol captures as revenue.
Fees
Total fees generated by activity on a protocol, regardless of who receives them.