2024 BENCHMARKS REPORT

Journey through
the metrics
Table of Foreword 3

contents
Benchmarks 8

Acquisition 13

Retention 21

Engagement 29

Marketing performance 36

Mixpanel usage trends 42

Closing 45
2024 Mixpanel Benchmarks Report

2023 put It was a year of layoffs, fragmenting tech stacks, scarce

investor funding, and AI disruption—all things that put a
squeeze on digital product growth across industries. Those
For most organizations, comprehensive, industry-wide data
is unreachable for builders—including product managers,
engineers, designers, marketers, and others on the product

product challenges are reflected in the numbers and insights in our frontlines. Too often, we’re making decisions in the dark.

latest benchmarks report.

We created this latest edition of the Mixpanel Benchmarks

builders to
Report to be your navigation system. In it, we analyze two
Retention metrics in particular took years of rollercoasting digital product metrics to deliver
a hit. Every vertical saw double-digit actionable insights for today’s digital product builders. By
showing performance trends across key industries, these
drops in week one retention from

the test. the previous year.

In other performance metrics, the picture is mixed at best.

benchmarks will not only help you understand where your
business stands in the competitive landscape but also
provide a roadmap for improvement.

For example, active user growth grew as compared to

Our data shows that the top 10% of
2022 for some of our target industries; others struggled,
products we analyzed continue to
and some even saw negative user growth in the last year.
grow and drive 2-3x better results
While these trends indicate a challenging environment for
than the remaining 90%.
product teams, success is still possible. In times like these,
data provides valuable context and guidance. It can help Those high-performers provide a beacon of hope for
you find what “good” looks like in a slow-growth market. product builders looking to keep driving results in 2024.
And it can help inform whether you adjust your targets or Our report helps sheld light on what these companies
Foreword

stay the course. do differently.

3
2024 Mixpanel Benchmarks Report

I N T H I S R E P O R T,

YO U ’ L L FI N D :
A comparison of how products perform in four strategic areas:
acquisition, engagement, retention, and marketing performance

A breakdown of product benchmarks, combined with industry-

specific insights for Financial Services, Media & Entertainment,
Ecommerce, Technology, Healthcare, and Gaming

An analysis of product performance across platforms,

highlighting how mobile drives growth

Perspectives from industry leaders on market challenges,

trends, and winning strategies
Foreword

4
2024 Mixpanel Benchmarks Report

K E Y TA K E AWAY

Growth rates varied widely

between industries.
The era of relentless product growth seemed to slow in
2023, with some industries seeing low or even negative
user growth in the last year. But the top 10% in each
industry show that while growth is more challenging
than it used to be across verticals, it’s not out of reach.
Key Takeaways

5
2024 Mixpanel Benchmarks Report

K E Y TA K E AWAY

Retention rates fell across

all industries.
In 2023, the average week one retention rate across
industries fell from 50% to 28%. None of our focus industries
saw their retention increase in 2023, a reflection of a product
environment where competition is fierce and product
builders are increasingly challenged.
Key Takeaways

6
2024 Mixpanel Benchmarks Report

K E Y TA K E AWAY

The top 10% performed

more than twice as well.
Across industries, the best-performing companies (the 90th
percentile or top 10%, statistically) enjoyed a growth rate of
6%, compared to the overall cross-industry average growth
rate of 2.4%. And users spent almost 3x more time on these
apps and sites than they did on average-performing apps
Key Takeaways

and sites.

7
 Making
sense of the
multitude of
data points
2024 Mixpanel Benchmarks Report

In 2023, an estimated 328.77 million terabytes

of data were generated every day. While that
data can be a rich source of information,
separating the signal from the noise is, to say
the least, a challenge.
Benchmarks

Statista. “Volume of data/information created, captured, copied, and consumed

worldwide from 2010 to 2020, with forecasts from 2021 to 2025”

9
 Benchmarks allow product
2024 Mixpanel Benchmarks Report

builders to understand
how our products are T EC H N O LO GY M E D I A & E N T E R TA I N M E N T

performing against both

industry trends and top B2B SaaS companies, consumer apps, and Infotainment apps, including video streaming

performers. digital services that don’t fall into one of our services, social media platforms, and more
other industry categories

They allow us to answer questions about

what good performance looks like and how it
differs from great performance.

With that in mind, we’ve expanded the

scope of this year’s benchmarks report. We
FINANCIAL SERVICES ECOMMERCE
crunched real data gathered from 7,700
Mixpanel customers—companies who have
collectively tracked 11.7 trillion user events All apps or services for stocks, cryptocur- Online shopping products—everything from
in the last year—to reveal how both average rency, or other money matters car buying to lunch delivery
and best-in-class companies performed
on key product metrics in 2023. This report
parses performance trends across six key
industries—Technology, Financial Services,
Ecommerce, Healthcare, Gaming, and Media
& Entertainment—and combines that with
H E A LT H C A R E GAMING
Benchmarks

insights into Mixpanel-specific numbers.

Health-related apps, like telemedicine services, RPGs, word puzzles, daily fantasy, and any
calorie tracking, or fitness tracking other app that you can play

10
 “Industry benchmarks are critically
2024 Mixpanel Benchmarks Report

important for companies of all sizes to

understand. Knowing what ‘good’ and ‘great’
look like helps teams set goals, spot areas
for improvement—like product engagement
or top-of-funnel reach—and allocate
resources efficiently.

Often the strongest teams not only have

and understand this data but actually
leverage it as a competitive advantage by
pouring more fuel onto what’s uniquely
working or finding creative ways to growth-
hack their way into a leadership position.”
Benchmarks

ANDREW CHEN

G E N E R A L PA R T N E R AT A1 6 Z
andrewchen.com F O R M E R G R O W T H L E A D E R AT U B E R

11
2024 Mixpanel Benchmarks Report

Benchmarks
are not set in
stone. They change over the
years as companies
drive innovation and
technology disrupts
the status quo.
What was considered “good” in the last year
might not be true next year. These benchmarks
Benchmarks

provide a comparison to where you stand right

now, but, more importantly, they also provide
a roadmap towards higher performance in the
year to come.

12
 Acquisition
2024 Mixpanel Benchmarks Report

How many new users a product gains over a period of

time, typically measured as a percentage of change in daily
active users (DAU) and monthly active users (MAU)
Acquisition

13
2024 Mixpanel Benchmarks Report

By tracking acquisition via MAU and DAU

gains, product builders measure whether a
product is increasing its user base.
To keep driving user growth, companies in competitive verticals
must focus relentlessly on innovation. If they don’t, they risk becoming
obsolete as others leapfrog them with more exciting products.
Acquisition

14
 MoM Growth
2024 Mixpanel Benchmarks Report

What was the average change in number of

In 2023, the average growth rate across Growth Partho Ghosh told us. Less funding
active users from month to month?
our six target industries was 2.4%. Gaming in the space meant less to spend on user
led the way at 6% MoM user growth, while acquisition projects, as well as restricted
Media & Entertainment was the furthest marketing budgets and a tougher environ-
back with a negative growth of -1.5%. ment for sales teams.

For Media & Entertainment, the drop in

Active user growth was up
growth may signal a return to post-pan-
in nearly every industry in demic norms. Couple that with the
the last year. disruption caused by the Disneys of the
world breaking off and starting their own
Financial Services, Ecommerce, Healthcare, streamers. Suffice it to say, if you’re a con-
and Gaming all increased MoM acquisition, sumer tech, SaaS, traditional media, or
compared to 2022, with Ecommerce see- social media company that had a tough
ing the strongest year-on-year rise in user year, you’re not alone.
growth—from 2% to 3.5%.

Technology and Media & Entertainment,

however, didn’t experience the same trend:
Active user growth in Technology contracted
from 4% to 0.5%, and it fell from 4% to -1.5%

2.4%
in Media & Entertainment.

Amid an uncertain market, many tech

companies took a step back from a “growth
Acquisition

at all costs” strategy in 2023, experts like

average growth rate across our six target
SecurityScorecard VP of Product-Led industries in 2023

2022 2023

15
2024 Mixpanel Benchmarks Report

“At first, people were excited that products

like ours used AI, and growth came in
just by mentioning it. But that time has
passed, as thousands of new AI products
have overwhelmed users—and even
legacy products now market themselves
as ‘AI-powered.’ There are no more
hacks by slapping on AI in your product
or marketing. It’s back to basics: Build
something people want, find where those
people are, and clearly communicate your
value to them.”
Acquisition

CHRISTIAN SALEM

H E A D O F P R O D U C T AT C O N S E N S U S

16
 “Good” vs. “Great” MoM Growth in 2023
2024 Mixpanel Benchmarks Report

What were the average and 90th percentile growth

rates from month to month?

However, not all companies in these two

troubled categories saw decreases in
monthly growth rates in the last year.
When we niche down into the top 10% of
performers, we see Technology products
driving 5% MoM user growth and Media &
Entertainment driving 5.5%. That means
that the best in these industries outper-
formed their average counterparts by 4.5%
and 7%, respectively.

There is still room to

improve user growth in
most industries.

Across all the industries we looked at, the

top 10% of companies saw an average
growth rate of 6%, compared to the 2.4%
seen by average players.
Acquisition

AV E R A G E G R O W T H P90 GROW TH

17
 “Generally, folks spent 2023
2024 Mixpanel Benchmarks Report

going out into the world again,

with record-breaking travel
and essentially ‘life’ resuming.
Unless your app provided
real utility, it was a hard year
for media and social media
products alike. We were able to
break through the lull with the
hot stock due diligence offered
on AfterHour.”
Acquisition

KEVIN XU

FOUNDER OF AFTERHOUR

18
 “Great” Growth in 2023
2024 Mixpanel Benchmarks Report

Sports betting company Bilyoner was able MoM user acquisition growth rates for companies in the
to eclipse that target between 2022 and top 10% of each industry
2023, explaining to us they found growth to
the tune of a 15% increase in DAUs by using
Mixpanel Funnels to better understand
how new users discover their product.

That goes to show that

even within the best
performers, “great” has a
wide range.

The 10% user growth seen by Gaming

products marks the highest 90th per-
centile average we saw this year. For our
Technology category, it was a different
story, with even the top performers failing
to push growth higher than 5% MoM.

6%
Acquisition

average growth rate of the top 10% of

companies across all six industries

19
 Active Users by Platform (Mobile vs. Desktop)
2024 Mixpanel Benchmarks Report

Product builders looking

to spur user growth
would do well to focus on
the mobile experience.

Across all verticals, mobile use (on smart-

phones and tablets) is more popular than
desktop (or non-handheld devices like
desktop PCs and laptops).

Ecommerce is the only industry where

mobile didn’t completely dominate user
distribution. This may be because desk-
top shopping is typically done in a web
browser, which has a lower barrier to entry
since there’s no commitment to down-
loading an app.

28%
Acquisition

MOBILE DESK TOP average week one retention in 2023

20
 Retention
2024 Mixpanel Benchmarks Report

The percentage of users who continue to return to a product,

usually tracked week over week or month over month
Retention

21
2024 Mixpanel Benchmarks Report

What good is gaining new users if you can’t

convince them to stick around?
That was the tough question many digital product builders were
stuck asking themselves last year.
Retention

22
 Rates for week one Week One Retention
2024 Mixpanel Benchmarks Report

What percentage of users came back to use

retention across industries
the product after one week?
fell from 50% to 28%, as
compared to 2022.

Financial Services saw the biggest con-

traction in YoY week one retention—a 24%
drop—from 51% to 27%. Gaming’s was the
smallest drop, though still a sizable step
back, going from 26% to 12% retention.

Week one retention drops across the board

could be another indicator of an increas-
ingly competitive product environment. But
it’s important to remember retention isn’t a
one-size-fits-all measurement. For exam-
ple, Media & Entertainment products may
count a user as lost if they don’t come back
for their second visit in a number of days, but
Financial Services apps may take a longer
view of what successful retention looks like.

To that point, measuring retention over 52

weeks, Financial Services actually fared the
best: After one week, approximately 27% of
Retention

users re-engaged with the platform,

and after 52 weeks, 15% of users were still
coming back.
2022 2023

23
 Weekly User Retention in 2023 Media & Entertainment
2024 Mixpanel Benchmarks Report

What percentage of users continued to come back

and Gaming saw the
to the product by a given number of weeks?
lowest long-term retention.

Only 12% of Gaming users came back after

one week, and by week 24, only 1% of users
returned—a rate that stayed steady through
to week 51. Media did better at week one, at
22%, but dipped to 1% by week 51.

Fortunately, retention analysis does more

than show how well (or not well) a company
has retained customers; it can also provide
insights into what kind of customers are
likely to keep coming back and how they
compare to those who churn.

GBM, the leading brokerage firm in opera-

tions on the Mexican Stock Exchange, told
us they used customer segmentation in
Mixpanel to create personalized and spe-
cific notifications to users based on their
interests, which caused an uptick in those
users sticking with the service.
Retention

24
2024 Mixpanel Benchmarks Report

Stickiness is another metric used by

product managers to capture the frequency
with which users are compelled to use
an app—not just whether they return,
but how frequently they return.
Retention

25
2024 Mixpanel Benchmarks Report

“Stickiness is more important for us than

sheer retention. The more that users
organically return to our platform, the
more they integrate fitness into their daily
habits, and the higher the chances that
they will have easier labors and healthier
babies according to the science. Because of
this, we don’t try to inflate stickiness with
gamification or tons of notifications but
by offering an effective source of relief as
physical discomforts, fears, and questions
arise during pregnancy.”
Retention

J O S E P H PA C H E C O

C T O & C P O AT E X P E C T F I T N E S S

26
 Average Stickiness in 2023
2024 Mixpanel Benchmarks Report

Daily active users / monthly active users ratio

The most common way to calculate sticki- Products that fail to retain
ness for a given period is by using the DAU/
users over a meaningful
MAU ratio, which takes the average unique
daily active users and divides that num- period will eventually
ber by the average unique monthly active struggle with the rising cost
users. This ratio is expressed as a per- of user acquisition (CAC).
centage that indicates the frequency that
active users are coming back over the Product builders who want to drive down
the month. CAC and increase profitability can use our
industry benchmarks to set the pace for
This last year, we saw a 37% stickiness aver-
improvements in 2024.
age across industries. Technology products,
which turned in the strongest engagement
metrics in 2023, collectively brought the
best stickiness performance as well, at 41%.

Perhaps surprisingly, Gaming saw the low-

est stickiness, at 27%. When considered

37%
alongside Gaming’s strong user growth in
2023 (at 6% it’s the highest growth indus-
try we analyzed), we can see the category
had no problem new acquiring users, but
it did have issues with both retention Average stickiness by DAU / MAU
and stickiness. across all industries
Retention

27
2024 Mixpanel Benchmarks Report

“Why retention? Yes, you need

to sell, but more importantly,
your customer needs to
continue getting value. When
customers make the decision to
stay with you, it’s a big indicator
that they’re getting value. So
we see retention as the singular
metric that measures the net of
those drivers.”
Retention

YA M I N I R A G A N

CEO OF HUB SPOT

Source Interview

28
 Engagement
2024 Mixpanel Benchmarks Report

How frequently users perform key actions or

events (e.g., downloads, clicks, and shares)
Engagement

29
2024 Mixpanel Benchmarks Report

User engagement analysis allows platforms to

assess whether users find value in a product.
Engaged users tend to drive more revenue, especially if
their activities tie to outcomes such as purchases, signups,
or subscriptions.
Engagement

30
 For our engagement benchmarks, builders Depth of Engagement in 2023
2024 Mixpanel Benchmarks Report

in our Technology category can take heart. Actions/user

The data shows those products tracked
over 380 events per user over the given
12 months, outranking all other industries.
Financial Services companies saw the
second-highest engagement rate, at 312
events per user.

Healthcare platforms saw the least engage-

ment, which didn’t surprise industry
veterans like Winona Head of Product Gray
Dorsett. He explained to us products in the
telemedicine and teletherapy spaces focus
on reliability and access for subscribers, not
driving up the raw number of user actions.
Even still, there’s room for adding daily
engagement features beyond therapy, like
patient education, an area Winona has
had recent success with.

312
Engagement

average number of actions/user

31
2024 Mixpanel Benchmarks Report

“In 2023, we focused on keeping our

current customers happy. We didn’t totally
shy away from user expansion, but a
lot of our work went into creating more
value for the people who are using us. To
get there, we utilized product analytics
to marry qualitative customer findings
and interviews to learn what is actually
happening in the product and ensure we try
to make the best-informed decisions when
it comes to features and UX changes.”
Engagement

PA R T H O G H O S H

V P O F P R O D U C T & G M AT S E C U R I T Y S C O R E C A R D

32
 When we zoom in on the Breadth of Engagement in 2023
2024 Mixpanel Benchmarks Report

Distinct actions/user
number of distinct events
performed by users per
industry, we get a more
nuanced understanding of
engagement.

Ecommerce charted the highest number

of events performed per user, with 58% of
users performing five or more events per
session. Like other engagement metrics,
Healthcare saw less activity here, with 48%
of users performing only one key action
or event per session. Healthcare sees less
activity here, with 48% of users performing
only one key action or event per session.

Keeping users busy can be good to a point,

but what products across all industries really
want to welcome is valuable engagement
that helps convert casual users to returning
ones—or into paying customers or subscrib-
ers. Product analytics can help with that:
Engagement

Fintech company QuickCheck explained in

a Mixpanel case study that they correlated
specific product actions to user conversion
and then streamlined their onboarding flow
to get users to those actions 30% faster.

33
 Engagement also varies by industry
2024 Mixpanel Benchmarks Report

throughout the week, according to our data.

User Engagement by Day of Week
On Mondays, for example, digital health
services see a spike since some providers
like pharmacies and medical specialists
are generally closed during the weekends.
Saturdays see users relax with media
and also take advantage of their day off to
address financial issues.

M O S T P O P U L A R S U N D AY

Technology

M O S T P O P U L A R M O N D AY

Healthcare

M O S T P O P U L A R T U E S D AY

Gaming
Engagement

M O S T P O P U L A R S AT U R D AY

Financial Services
Media & Entertainment
Ecommerce

34
2024 Mixpanel Benchmarks Report

“Education is a key part of customer

engagement in our industry across
acquisition, activation, and retention.
Customers come to healthcare companies
to receive a treatment in a certain aspect
of their health. Often they have anxiety
about these things and education not only
helps to provide a holistic approach to care
but alleviates this anxiety and builds a
relationship with the customer.”
Engagement

G R AY D O R S E T T

H E A D O F P R O D U C T AT W I N O N A

35
 Marketing
2024 Mixpanel Benchmarks Report

performance
How many prospective users are being reached
and converted to customers through channels like
social media, email, and website content
Marketing performance

36
2024 Mixpanel Benchmarks Report

Across all our focus industries, we’ve also

analyzed marketing performance by way of
metrics like traffic growth, session duration,
and conversion to a product action.
At a time when marketing budgets are being cut and marketers are under
pressure to prove ROI, our benchmarks provide a valuable reference point on
Marketing performance

what generating “good” and “great” reach looks like right now.

37
 User Activity by Platform (Web vs Mobile) For traffic growth,
2024 Mixpanel Benchmarks Report

mobile is king. In 2023,

all six industries saw
substantially stronger
growth in traffic from
mobile than from desktop.

Traffic from mobile showed MoM growth

across almost all industries this last year,
whereas traffic from desktop and lap-
top computers stayed mainly flat or even
dipped, as in the case of Technology. The
exception to the rule is Media & Entertain-
ment, which finished the year with lower
traffic than at the start on both mobile
and non-mobile.
Marketing performance

DESK TOP MOBILE

11 minutes
average session length on mobile devices

38
2024 Mixpanel Benchmarks Report

“By using Mixpanel to break down

user retention by marketing acquisition
channel, we’ve been able to see where
our best users come from. This is huge
for startups like us who have so little
marketing resources and need to be
precise. Based on this data, we doubled
down on our best personas and
channels and significantly increased
retention.”
Marketing performance

CHRISTIAN SALEM

C H I E F P R O D U C T O F F I C E R AT C O N S E N S U S

39
 Average User Session Length by Platform in 2023
2024 Mixpanel Benchmarks Report

What was the average time spent per visit on marketing pages?

Average

Mobile platforms are

also keeping visitors
engaged longer.

The average session length from mobile

devices was 11.4 minutes, compared to
under 10 minutes for sessions on devices
like laptops and desktop computers. For the
top 10% of companies, that average mobile
Top 10%
session rose to an impressive 30.5 minutes
alongside 25.7 for non-mobile sessions.
Marketing performance

MOBILE DESK TOP

40
 Paid vs. Unpaid Marketing Conversion Rates But all the page views and lengthy However, marketers at
2024 Mixpanel Benchmarks Report

session durations mean nothing if traffic

large still face a struggle
is not converting into your product,
especially at a time when marketing
with attracting the right
budgets are shrinking. type of user and keeping
them engaged.
Paid ads are one area
The data shows 77% of users bounce from a
where it’s probably wise
page view and never perform another action
to invest. on your site.

Our data shows the average conversion More of the same could be on the horizon
to a product action from paid ads was ~1% for marketers in 2024: Reaching more
higher than conversion from non-paid potential customers will be possible, but the
channels like organic search, social, and days of sitting back and waiting for explod-
email (7% and 5.9%, respectively). ing traffic acquisition are over. It’s a new
era for builders, one in which data-informed
Companies who have combined their
decision-making must be practiced by
marketing and product data get a leg up everyone who touches the product.
here by being able to quickly see the cor-
relation between good awareness content
and valuable actions taken in the prod-
Marketing performance

77%
uct. That’s how Consensus, an AI search
engine for academic research, uses Mix-
U N PA I D panel. The company’s Head of Product,
Organic search • Social • Email Christian Salem, told us this analysis has
unlocked his team’s ability to easily tweak
average percent of users who bounced
PA I D marketing messaging to drive better from a page view without performing
Search Ads • Paid Social retention and engagement. additional actions

41
Companies are
exploring more
data than ever
2023 Mixpanel Benchmarks Report

In 2023, Mixpanel helped This data-hungry trend isn’t Mixpanel-spe-

cific. Data strategy agency Human37 told
25% more companies

56%+ 128
us more companies than ever in the digital
take control of their data product world are investing in data tooling
and become even more and practices. But self-serve analytics solu-
Increase in reports generated reports generated per com-
data-driven. tions like Mixpanel are doing a lot to enable
using Mixpanel in 2023 pany in 2023, on average
growth here by opening access to as many
We also saw a 56% increase in overall decision-makers and builders as possible.
reports generated on Mixpanel. This aver-
Even as data accessibility widens, there’s still
ages out to 128 reports generated over the

25%+ 16%+
more maturity to come for the digital prod-
year per company, which represents a 16%
uct world and beyond before we see it being
increase from 2022.
leveraged to the fullest. All signs point to
increase in companies using increase in number of reports
And these reports were seen more often: 2024 being a year where companies across
Mixpanel in 2023 generated per company
406,000 people viewed Mixpanel reports industries will continue to push advance-
in 2023, 19% more than in 2022. ments here.

Take your business 19%+ 406,000

increase in number of people number of people who viewed
further than ever before who viewed Mixpanel reports Mixpanel reports in 2023
Data Trends

Contact Sales

43
2024 Mixpanel Benchmarks Report

“More organizations are starting

to understand that data needs to
be democratized. They’re using
tools like Mixpanel to remove
the hurdle (e.g., SQL) and allow
more people to leverage data in
their product, marketing, and
overall business decisions.”
Mixpanel usage trends

G L E N N VA N D E R L I N D E N

C O F O U N D E R AT H U M A N 3 7

44
 Navigating to
success in 2024
2024 Mixpanel Benchmarks Report

Companies in Financial Services, Ecommerce,

Gaming, Media & Entertainment, Technology,
and Healthcare have been experiencing
challenging conditions caused by more
competition, less available funding, and jarring
accelerations in technological disruption and
business model evolutions.
Product builders are on the frontlines, facing the seemingly inevitable fallout:
declining retention and complicated user growth conditions.
Closing

46
2024 Mixpanel Benchmarks Report

But strong user growth is not out of reach. site traffic throughout the year. Desktop
and laptop traffic, in contrast, flatlined or
The top-performing even ticked downward. Product builders

companies we analyzed who focus on mobile-first experiences con-

tinue to have a significant advantage.
drive almost 3x greater
user growth than their Perhaps the biggest
median counterparts.

That gap is particularly stark in the most

opportunity ahead
for product builders Take control
in the coming year is
of your data
challenged industry in terms of user
growth, Media & Entertainment, where the
retention.
top 10% of media products are still achiev-
ing 5% MoM user growth, even in the face
With double-digit decreases across all the
Compare your data
of strong headwinds. And users spend
industries we looked at, it’s evident that
almost 3x more time on best-in-class apps
builders are going to have to find new ways
and sites than they do, overall, on average
to surprise and delight their users. Under-
apps and sites.
standing trends in engagement, as well

Much of the growth we saw in the last year as patterns in user drop-off, will drive new
was far from platform-agnostic. Mobile ways of creating value and getting users
users far outpaced web users across all our to see that value quicker. Even in challeng-
focus industries (hitting an impressive 87% ing market conditions, that’s the key to
Closing

in Gaming) and drove substantially more driving growth.

47
Quantitative data for the 2024 Mixpanel Benchmarks Report was generated from analyzing
anonymized Mixpanel usage among Mixpanel customers in 2022 and 2023. Mixpanel customers
who opted out of anonymous data sharing were not included in this analysis.

Mixpanel does not guarantee the accuracy of any third-party quotes and insights collected
and published in this report.

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