The retention rate shows the percentage of companies from the Adopted step that keep using a feature over a period of time, moving them into the Retained step. A high retention rate is a positive initial indicator of customer satisfaction with a feature.

The retention rate is calculated as follows:
# of companies in the Retained step during the period / # of companies in the Segment during the period x 100

Consistently high feature retention rates often translate into a high customer retention rate (the percentage of existing customers who continue paying for your product over a defined period). 

Related to: Features and STARS Framework