AMPLITUDE LABS / Benchmarks
Benchmark Your Digital Product Performance
Explore digital benchmarks across industries, regions, and company sizes to better compare and understand your key performance indicators.
[ 01 ]
Acquisition
Acquisition metrics track how many new visitors discover your product and where they come from. These metrics help measure the effectiveness of your marketing and growth efforts.
Use these acquisition benchmarks for as a baseline for comparing your own data.
New user growth rate
[ 02 ]
Activation
Activation metrics, also known as onboarding metrics, track how well users learn and build habits with your product. Users who find early value in your product are more likely to stick around.
Use these activation benchmarks for as a baseline for comparing your own data.
Activation rate
[ 03 ]
Engagement
Engagement metrics track how users interact with your product, including page views, clicks, and other key actions that signal value.
Use these engagement benchmarks for as a baseline for comparing your own data.
Engagement growth rate
[ 04 ]
Retention
Retention metrics track how many users return to your product over time—a key indicator of loyalty, engagement, and long-term value.
Use these retention benchmarks for as a baseline for comparing your own data.
Retention rate
[ METHODOLOGY ]
Our approach
2.6K
Companies
10.6K
Digital products
17
Industries
171B
Monthly users
102
Countries
93B
New users
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Frequently asked questions
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.