Metrics
What Is Good Retention?
Retention benchmarks vary wildly by product type. This guide gives you the right band for consumer, B2B SaaS, and marketplace products.
Consumer Retention Benchmarks
By product type
- Social apps: 40%+ D30 (Instagram-level)
- Games (casual): 20-30% D30 (top quartile)
- Games (mid-core): 30-40% D30
- Content apps: 25-35% D30 (Netflix, Spotify)
- Utility apps: 15-25% D30
B2B SaaS Retention Benchmarks
By segment
- NRR (Net Revenue Retention): 110%+ is healthy
- GRR (Gross Revenue Retention): 90%+ for enterprise, 80%+ for SMB
- Logo retention: 90%+ for enterprise, 70-80% for SMB
Marketplace Retention
By side
- Buyer repeat rate: 30-50% depending on category
- Seller retention: 60-80% for active sellers
- Take rate stability: doesn't degrade over time
What "Good" Means at Each Stage
Company stage matters
- Pre-PMF: any retention curve that flattens is good
- Early growth: benchmark against category leader
- Scale: benchmark against public company reports
Related Resources
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