Our benchmark analysis relies on Amplitude’s behavioral database and a robust statistical methodology.

We anonymized performance and engagement data from over 2,600 companies across industries, regions, and company sizes. We excluded data from customers who have opted out of this benchmarking.

To ensure data accuracy, we ran rigorous data quality checks, avoided imputation, and applied z-score-based local baseline methods to remove outliers.

A benchmark metric is based on a group’s average performance. Benchmarks are often used to compare different companies or industries, and they can be useful for setting expectations and creating goals.

A negative benchmark reflects a group’s slower growth rate, not a decline or shrinkage. In other words, it doesn’t mean that companies are shrinking—just growing more slowly than before.

For example, if the median company saw 10% growth one month and 6% growth the next, the benchmark would show a -4% change. That doesn’t mean companies are shrinking—it just reflects a slowdown in growth compared to the previous month.

Check out our Product Benchmark Report for more data and surprising trends across acquisition, activation, engagement, and retention—with a special look at enterprise organizations and six major industries.

As a leading digital analytics platform, Amplitude has an unparalleled understanding of the trends shaping digital activity. The Amplitude Behavioral Graph—including one trillion+ data points processed in Amplitude every month—provides an expansive view into digital activity and behavioral analytics. Although our dataset does not span every device, user, and product around the globe, we believe these benchmarks are indicative of larger trends in our ever-growing digital world.