Definition
D30 (Day 30) Retention measures the proportion of a signup cohort still active one month later. It indicates whether your product delivers sustained value beyond the initial onboarding honeymoon. D30 retention is the standard benchmark investors and growth teams use to evaluate product-market fit. Products with strong D30 retention have typically solved a recurring need that brings users back organically.
Formula
How to measure
Track each signup cohort and measure the percentage with at least one session on or around Day 30. Use rolling cohort analysis to visualize trends. Compare D30 retention against D7 retention to understand the drop-off curve shape — a steep cliff suggests activation succeeded but ongoing value did not.
Industry benchmarks
Consumer apps: 10–20% is typical; 25%+ is strong. SaaS B2B: 25–40% is healthy. Top consumer products (WhatsApp, Instagram) historically exceed 50%. If D30 retention is below half of D7 retention, investigate what value gap exists between weeks 1 and 4.