What is good retention

Consumer Social: ~25% is GOOD, ~45% is GREAT

Twitter: 31% 3-month user retention, 22% 24-month (source, source)

TurboTax: 77% 12-month customer retention (source)

If you take nothing else away from this post, it should be that retention matters. A lot. No other metric is as singularly telling of whether your business will thrive or die. And so, the better you understand what good retention looks like for your business, the better shot you have at the former. We hope this research proves useful to you whether... See more

SMB / Mid-Market SaaS: ~60% is GOOD, ~80% is GREAT

ADP: 90%+ 12-month customer retention (source)

Spotify: 72% 6-month customer retention (source, source)

GOOD and GREAT User Retention

Consumer Transactional: ~30% is GOOD, ~50% is GREAT

Atlassian: 98% 12-month customer retention (source)