Install to trial

Benchmarks

Every benchmark carries its year and a confidence grade for its source. Use them to calibrate, not as targets.

• Metric

  Activation rate

  share reaching first value

  Share of a sign-up cohort (or of new accounts, for team products) that reaches the product's aha threshold within N days. The Start health metric. The threshold should be the product's own, found from retained users.

• Metric

  Average order value with revenue quality

  order value net of discounts and refunds

  Average order value after discounts and refunds, read with discount dependence and refund rate as its quality checks. The Pay health metric for stores.

• Metric

  Cancellations within 30 days

  early cancels after starting to pay

  Share of new subscribers who cancel within 30 days. A revenue-quality guardrail that catches conversions bought with pressure; it can't be judged before it matures.

• Metric

  Checkout completion

  started checkouts that finish

  Orders divided by checkout starts. About 45% is typical and 66% is top-decile in store data; around 70% of carts are abandoned across studies. Anxiety reducers and all-in pricing act here.

• Metric

  Cadence-matched cohort retention

  cohort retention at the natural cadence

  Share of a sign-up or activation cohort that does the value event in a later bracket matched to the product's natural cadence (for example week 4 or week 8). Read by segment for curve shape and across cohorts for stacking.

• Metric

  Conversion by tenure (the smile graph)

  share paying by months since sign-up

  Share of each sign-up cohort paying at month 0, 1, 2 and later. When habits form, the paying share rises with tenure; a flat line suggests pressure arrived before value or that devoted users have nothing deeper to buy.

Sources

• State of Subscription Apps 2025 · RevenueCat, 2025

  BDatasetBenchmark confidence B. A reputable dataset.

Book content is paraphrased, never quoted at length. Last verified October 24, 2026.