Case Study: Calm achieves 3x increase in retention with Amplitude

How Calm Increased Retention 3X After Switching to Amplitude from Mixpanel

Calm is a top-rated meditation and sleep app that needed to understand which product features actually drove long-term retention; their previous analytics provider, Mixpanel, couldn’t scale cost‑effectively or provide the behavioral insights they needed. With a growing iOS and Android user base, Calm’s challenge was to identify actionable hooks that would keep users coming back.

Using Amplitude’s behavioral cohort analysis, Calm discovered that users who set a Daily Reminder had nearly 3x the retention of others. After running an experiment that prompted new users to set a reminder after their first session, 40% of those users opted in and showed the same 3x retention lift, prompting Calm to roll the prompt out more broadly and enabling ongoing A/B testing and scalable event tracking.

Calm

Alex Tew

Founder & CEO