Interactive
Product Benchmarks
Successful product managers measure product usage, track sentiment, and collect feedback systematically. Data drives their decisions. But knowing how their product performance stacks up against their peers has eluded even the most sophisticated PMs, who have had to rely on anecdote – not science. We’re changing that.
We’ve analyzed 1,000+ digital products and established benchmarks for low (25th percentile), average (50th), good (75th), and best in class (90th) performance. Because we’ve organized the results by company size and industry, you’ll find relevant benchmarks – whether you are responsible for product at an early stage startup or a global enterprise.
Start exploring the benchmarks now. Easily download custom slides to showcase your own product's performance.
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Overview
Stickiness
01:
Feature Adoption
02:
App Retention
03:
Product Engagement Score
04:
Account-Level NPS
05:
Download Your Slides
06:
Previous
00: home
01
Stickiness
DAU/MAU and WAU/MAU
Stickiness is a product engagement metric that measures how many users return on a regular basis. We’re measuring stickiness in two ways: the percentage of users who return daily [the ratio of daily active users (DAU) to monthly active users (MAU)], and the percentage of users who return weekly [the ratio of weekly active users (WAU) to MAU].
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02: Feature Adoption
Overall
Start-up
Scale-up
Enterprise
DAU/MAU
WAU/MAU
Stickiness:
Overall
25th
Low
50th
Avg
75th
Good
90th
11%
20%
31%
45%
Best in class
25th
Low
50th
Avg
75th
Good
90th
37%
48%
63%
75%
Best in class
Start-up
25th
Low
50th
Avg
75th
Good
90th
13%
21%
32%
45%
Best in class
25th
Low
50th
Avg
75th
Good
90th
39%
51%
64%
76%
Best in class
Scale-up
25th
Low
50th
Avg
75th
Good
90th
10%
19%
32%
45%
Best in class
25th
Low
50th
Avg
75th
Good
90th
36%
46%
64%
75%
Best in class
Enterprise
25th
Low
50th
Avg
75th
Good
90th
10%
19%
30%
45%
Best in class
25th
Low
50th
Avg
75th
Good
90th
34%
49%
61%
75%
Best in class
Want to learn more?
Dig deeper into DAU, WAU, and MAU
Get a breakdown of each metric, and the nuances
to consider.
See why stickiness matters
We share why you should measure stickiness,
plus tips for doing it effectively.
Previous
01: Stickiness
02
Feature
Adoption
Feature adoption measures usage for a software product’s specific features. It’s closely tied to retention and expansion, since the more features a user adopts, the more value they receive, and the less likely they are to churn. For this exercise, we’re measuring feature adoption as the percentage of features that generate eighty percent of click volume.
Next
03: App Retention
Feature Adoption:
Overall
Start-up
Scale-up
Enterprise
% of features that generate 80% of click volume
PERCENT OF FEATURES
40%
30%
20%
10%
0%
Low
Average
Good
Best in class
Overall
7
11
18
28
Start-up
7
12
17
27
Scale-up
6
10
18
27
Enterprise
7
11
19
28
Want to learn more?
Get the 2019 Feature Adoption Report
Learn the real impact of underutilized features.
How to improve feature adoption
See which factors impact feature adoption the most.
Previous
02: Feature Adoption
03
App
Retention
Product usage data is most valuable when evaluated over time, rather than
as a single data point. App retention measures how many users continue using an application during a given period of time. In this case, app retention reflects the percentage of users retained in the first three months of usage.
Next
04: Product Engagement Score
Overall
Retention:
Start-up
Scale-up
Enterprise
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Percentage retained
Month 1
Month 2
Month 3
Overall
Low
Average
Good
Best in class
64%
59%
54%
54%
48%
42%
39%
33%
28%
23%
20%
15%
Start-up
Low
Average
Good
Best in class
65%
60%
55%
55%
50%
45%
42%
36%
31%
27%
22%
18%
Scale-up
Low
Average
Good
Best in class
62%
57%
53%
52%
48%
42%
35%
30%
27%
21%
17%
14%
Enterprise
Low
Average
Good
Best in class
66%
59%
54%
49%
43%
38%
36%
30%
25%
22%
19%
15%
Want to learn more?
Learn what drives retention and why it’s so crucial
We share the three factors that drive retention.
The 10 KPIs every product leader should know
App retention is only part of the story.
Previous
03: App Retention
04
Product Engagement Score
Just as looking at a single point in time doesn’t give the full picture of product usage, looking at a single metric is only part of the story. To get a more holistic view of product engagement, our product engagement score averages stickiness (DAU/MAU), feature adoption (% of features that generate 80% of events), and app retention (% app retention after 3 months).
Next
05: Account-Level NPS
PES:
Overall
Start-up
Scale-up
Enterprise
0
10
20
30
40
50
Percentile
25th
50th
75th
90th
example
PES:
36
Adoption:
25%
Retention:
52%
DAU/MAU:
31%
Overall
15
21
27
34
Start-up
16
23
29
35
Scale-up
12
20
27
33
Enterprise
15
20
24
30
Want to learn more?
The 10 KPIs every product leader should know
See which metrics matter most.
Get the 2019 Feature Adoption Report
Learn how to assess and improve feature adoption.
Previous
04: PRODUCT ENGAGEMENT SCORE
05
Account-
Level NPS
Net Promoter Score (NPS) measures (on a scale from 0 to 10) how likely customers are to recommend a product or service. Scores of 9 or 10 are “Promoters,” 7 or 8 are “Passives,” and 0 through 6 are “Detractors,” and NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters. Account-level NPS reflects the average score for accounts (rather than individual users) and can be segmented by company size or industry.
Next
06: Download Slides
NPS :
Overall
Start-up
Scale-up
Enterprise
Industries
-100
0
10
20
30
40
50
60
70
80
90
100
NPS
Overall
Low
Average
Good
Best in class
4
25
49
65
Start-up
Low
Average
Good
Best in class
4
23
47
65
Scale-up
Low
Average
Good
Best in class
4
33
48
61
Enterprise
Low
Average
Good
Best in class
11
28
51
73
Industries
0
10
20
30
40
50
60
AVERAGE NPS
Vertical
Ed/Gov/
Nonprofit
Finance
Healthcare/
Bio
Hospitality/
Travel
Human
Resources
Logistics/
Supply Chain/
Manufacturing
Real Estate/
Construction
Services/
Legal/
Insurance
Tech/
Media
Other
18
24
41
37
20
6
27
14
25
34
Want to learn more?
The what, why, and how of NPS
Plus: the factors that impact a company’s NPS.
The Big NPS Playbook
We walk through a step-by-step approach to building
an NPS program.
06
Show how
you stack up.
Select your company size and vertical, and get a downloadable report that compares your results with more than 1,000 leading products. Share it with your team, send it to your boss, or use it when you present to your board – consider it your go-to resource for showing how your product stacks up.
Download your customizable slides.
Previous
05: Account- Level NPS
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Product Engagement Score
Stickiness
01:
Feature Adoption
02:
App Retention
03:
Product Engagement Score
04:
Account-Level NPS
05:
Download Your Slides
06:
01
Stickiness
DAU/MAU and WAU/MAU
Stickiness is a product engagement metric that measures how many users return on a regular basis. We’re measuring stickiness in two ways: the percentage of users who return daily [the ratio of daily active users (DAU) to monthly active users (MAU)], and the percentage of users who return weekly [the ratio of weekly active users (WAU) to MAU].
Overall
Start-up
Scale-up
Enterprise
Stickiness:
Overall
25th
50th
75th
90th
11%
20%
31%
45%
Want to learn more?
Dig deeper into DAU, WAU, and MAU
Get a breakdown of each metric, and the nuances to consider.
See why stickiness matters
We share why you should measure stickiness,
plus tips for doing it effectively.
plot your product
Start-up
Scale-up
Enterprise
25th
50th
75th
90th
37%
48%
63%
75%
Low
Average
Good
Best in class
WAU/MAU
DAU/MAU
25th
50th
75th
90th
13%
21%
32%
45%
DAU/MAU
25th
50th
75th
90th
39%
51%
64%
76%
WAU/MAU
25th
50th
75th
90th
10%
19%
32%
45%
DAU/MAU
25th
50th
75th
90th
36%
46%
64%
76%
WAU/MAU
25th
50th
75th
90th
10%
19%
30%
45%
DAU/MAU
25th
50th
75th
90th
34%
49%
61%
75%
WAU/MAU
Low
Average
Good
Best in class
Low
Average
Good
Best in class
Low
Average
Good
Best in class
Prev
Next
02
Feature Adoption
Feature adoption measures usage for a software product’s specific features. It’s closely tied to retention and expansion, since the more features a user adopts, the more value they receive, and the less likely they are to churn. For this exercise, we’re measuring feature adoption as the percentage of features that generate eighty percent of click volume.
Overall
Start-up
Scale-up
Enterprise
Feature Adoption:
Want to learn more?
Get the 2019 Feature Adoption Report
Learn the real impact of underutilized features.
How to improve feature adoption
See which factors impact feature adoption the most.
Overall
Start-up
Scale-up
Enterprise
7
11
18
28
7
12
17
27
6
10
18
27
7
11
19
28
PERCENT OF FEATURES
40%
30%
20%
10%
0%
Low
Average
Good
Best in class
% of features that generate 80% of click volume
view percentage breakdowns
Prev
Next
plot your product
05
Account-Level
NPS
Net Promoter Score (NPS) measures (on a scale from 0 to 10) how likely customers are to recommend a product or service. Scores of 9 or 10 are “Promoters,” 7 or 8 are “Passives,” and 0 through 6 are “Detractors,” and NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters. Account-level NPS reflects the average score for accounts (rather than individual users) and can be segmented by company size or industry.
Overall
Start-up
Scale-up
Enterprise
NPS:
Overall
Start-up
Scale-up
Enterprise
Want to learn more?
The what, why, and how of NPS
Plus: the factors that impact a company’s NPS.
The Big NPS Playbook
We walk through a step-by-step approach to buildingan NPS program
Industries
Industries
AVERAGE NPS
100
90
80
70
60
50
40
30
20
10
0
-100
NPS
4
25
65
view value breakdowns
Low
Average
Good
Best in class
Low
Average
Good
Best in class
4
23
47
66
Low
Average
Good
4
33
48
61
Low
Average
Good
Best in class
11
28
51
73
Best in class
Vertical
Ed/Gov/Nonprofit
Finance
Healthcare/Bio
Hospitality/Travel
Human Resources
Logistics/Supply Chain/Manufacturing
Real Estate/Construction
Services/Legal/Insurance
Tech/Media
Other
0
10
20
30
40
50
60
18
24
41
37
27
6
27
14
25
34
Prev
Next
plot your product
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