Product Benchmarks Report (2024)

Mixpanel · 2024

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Credibility

9/10

Sample size

8,000

Year

2024

Cited rows

Methodology

Cohort-based analysis of 8,000 SaaS products using Mixpanel's analytics platform, covering 16 million+ daily active users. Computes activation rates, trial-to-paid conversion (separately for opt-in vs opt-out trials), 7-day and 30-day return rates, and monthly churn by product category. Uses median + quartile distribution rather than mean to reduce skew from enterprise outliers.

Coverage

SaaS and digital product metrics: trial-to-paid conversion (opt-in vs opt-out segments), D7/D30 return rate, monthly active user retention, churn rates by plan tier, activation rate by onboarding approach. Strongest on B2C and SMB SaaS; enterprise SaaS has smaller sample. Not applicable to ecommerce, lead-gen, or media.

Primary source for

Metrics where this study is the canonical citation:

Trial-to-Paid Conversion Rate 7-Day Return Rate Monthly Churn Rate

Industries citing this source

SaaS (B2B Software)3 cited rows: Trial→Paid, D7 Return, Monthly Churn Fintech (Consumer Finance)2 cited rows: Trial→Paid, Monthly Churn EdTech (Online Courses, LMS)2 cited rows: Trial→Paid, Monthly Churn Gaming (F2P, subscription)1 cited row: D7 Return Media (Content publishers, News)1 cited row: D7 Return Ecommerce (D2C Retail)1 cited row: D7 Return