Why category, acquisition mix and measurement windows matter more than a single market-wide average.
A retention benchmark is useful only when the comparison is genuinely comparable. A finance app acquired through high-intent referrals should not be judged against a broad entertainment average. Start with the same cohort definition, platform and time window. Then segment by acquisition source and user intent. Treat D1 as an activation signal, D7 as evidence of repeated value and D30 as a measure of durable habit. The gap between those points is often more instructive than any one percentage.
Keep the comparison useful
Record the metric formula, included population, source and date alongside every benchmark. Revisit the comparison when your acquisition strategy, product experience or audience changes materially. Context is part of the measurement, not a footnote.