Metric
Day-7 return of all new users
Share of every newly tracked user, including drive-by visitors, who comes back on day 7. A strict, low-number definition used by Amplitude's benchmark; never compare it with sign-up-based retention rates.
Plain label: new users back on day 7Also known as: D7 return, 7% rule, day-7 activation
Why it matters. In the same data, 69% of the top day-7 performers were also top three-month retainers: early return is the strongest predictor of month-3 retention (benchmark confidence B). Half of products see more than 98% of new users inactive by day 14.
Read it right. The denominator is every tracked newcomer, so the numbers sit far below percent-of-sign-ups benchmarks such as the six-month retention bands. Compare like with like, or compare the product with its own best cohort.
Benchmarks
Every benchmark carries its year and a confidence grade for its source. Use them to calibrate, not as targets.
| Context | Median | Top 25% | Top 10% | Source |
|---|---|---|---|---|
| day-7 return of ALL tracked new users, including drive-by visitors; 7% or more is the top quarter | — | 7% | — | Amplitude 2025 Product Benchmark Report (2,600+ companies), 2025Benchmark confidence B. A reputable dataset. |
Sources
The 7% retention rule (2025 Product Benchmark Report) · Amplitude, 2025
Benchmark confidence B. A reputable dataset.
Book content is paraphrased, never quoted at length. Last verified October 24, 2026.
Your product
Find the stage your product is stuck in
Gamify It reads your product, picks the one move that matters at its stage, and sizes the test to your traffic. Connecting is free; a Pro subscription starts it.