Our D30 retention is around 5%. Is that actually bad?
Half the team thinks 5% at day 30 is terrible, the other half thinks it's fine. Is it actually bad?
Answer from the Linkrunner team
Probably not. On MWM's April 2026 medians, Day 30 retention is around 4% for the median app and around 11% for the top 10%, so roughly 96 in 100 installs are gone after a month. A good rate is one at or above the median for your category, platform and method. Category matters most: in AppsFlyer data compiled by Business of Apps, news sits near 15% on iOS, while gaming and social sit around 2% to 4%. iOS also retains better than Android. Check the method before comparing: published benchmarks use classic retention (opened on exactly Day 30), and cumulative or rolling figures read much higher. A useful self-check is your D30 to D7 ratio. On the medians it is about 0.4; under 0.3 means users try the app for a week and find no reason to come back. More on week one: https://linkrunner.io/blog/good-day-7-retention-rate
More on this: linkrunner.io/blog/good-day-30-retention-rate