Depends heavily on what you're making. SaaS sold low-touch with a 30 day free trial followed by a credit card should have 90 day retention past the credit card

Depends heavily on what you're making. SaaS sold low-touch with a 30 day free trial followed by a credit card should have 90 day retention past the credit card in the ~90%ish region to account for the high churn rate expected early in the customer lifecycle, after which MTM retention should be about 98%. The numbers you are quoting sound like they're coming from a free B2C mobile application to me, where user attention wilts extraordinarily quickly. Even with that proviso, they feel low. For a business which is transactional in nature, with plausible repeated transactions, I've heard numbers in the 25 to 40% range quoted for "good performance in encouraging first-time customers to use the service again." i.e. Given 100 orders from distinct new users today we'd like to see 40 distinct customers place additional orders in the next 90 days. One of the reason Uber is such a great business is that they have extraordinarily high retention numbers, both in terms of "percent of riders who will ride again in X time period" and in "number of rides they'll take on average in X time period."