Who keeps coming back
Group people by when they arrived and watch how many come back. A trend shows up in the cohort long before it shows up in the average.
Cohorts is in preview. The grid on this page is sample data; it does not run on your own data yet.
| Cohort | People | Period 0 | Period 1 | Period 2 | Period 3 | Period 4 | Period 5 | Period 6 | Period 7 |
|---|---|---|---|---|---|---|---|---|---|
| Aug 3 | 296 | 100% | 41% | 32% | 28% | 25% | 23% | 22% | 21% |
| Aug 10 | 311 | 100% | 43% | 33% | 29% | 26% | 24% | 23% | |
| Aug 17 | 288 | 100% | 40% | 31% | 27% | 25% | 23% | ||
| New onboarding checklist shipped Aug 24: the cohorts below received it | |||||||||
| Aug 24 | 305 | 100% | 52% | 43% | 38% | 35% | |||
| Aug 31 | 319 | 100% | 54% | 44% | 39% | ||||
| Sep 7 | 302 | 100% | 51% | 42% | |||||
| Sep 14 | 306 | 100% | 53% | ||||||
| Sep 21 | 326 | 100% | |||||||
Illustrative numbers, fully clickable. Nothing here queries your data.
| For | Question and answer |
|---|---|
| Marketplace | Are the buyers we acquired this quarter sticking around better than last quarter? Yes. Each of the last three cohorts holds more people at week two, 55% against 48%. |
| Media | Did the subscribers from the viral week stick around? Not like the others. 1,960 subscribed in the week of Aug 17 and 29% still read in week 4, against 63 to 65% for every other week. |
| SaaS | Did the new onboarding change retention? Yes. Every cohort since the new onboarding shipped on Aug 24 holds 42 to 44% in week 2, against 31 to 33% before it. |
Ready the day you install. It fills in as your data arrives.
What it is good for
Averages hide retention. A blended number can hold steady while every new cohort gets worse, because the old cohorts are still propping it up. A cohort grid separates them, so you see the change in the weeks it happens.
- Telling a real retention change apart from a mix shift
- Proving an onboarding change worked, on the cohort that got it
- Comparing retention by acquisition channel on the same grid
- Choosing which cohort is worth spending to acquire more of
Same report, different questions
E-commerce
Measure repeat purchase by the month someone first bought.
Cohort on first Placed order, return on Placed order, monthly.
May's promotion brought the most first-time buyers (2,960), and 6% ordered again the next month, against 14 to 16% for every other month. You learn which month produced buyers worth having.
| Cohort | Customers | Month 0 | Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | Month 7 |
|---|---|---|---|---|---|---|---|---|---|
| Feb | 1,180 | 100% | 14% | 11% | 10% | 9% | 9% | 8% | 8% |
| Mar | 1,240 | 100% | 15% | 12% | 10% | 9% | 9% | 8% | |
| Apr | 1,310 | 100% | 14% | 11% | 10% | 9% | 8% | ||
| May | 2,960 | 100% | 6% | 4% | 4% | 3% | |||
| Jun | 1,290 | 100% | 15% | 12% | 11% | ||||
| Jul | 1,384 | 100% | 16% | 12% | |||||
| Aug | 1,436 | 100% | 15% | ||||||
| Sep | 1,408 | 100% |
Shape it to your question.
Start from the ready-made report, then change it to fit what you want to know.
Ready-made, or asked
Open the report as built, or ask for it in plain English and refine it with a follow-up.
Your own events
Every event and property comes from your own schema, never a fixed list.
Any group of people
Filter it by a population, such as paying customers or one plan.
Any date range
Pick the window once and every report on the page follows it.
In your inbox, on your schedule.
Save the report and send it daily, weekly on the day you pick, or monthly, to up to 10 people.
- Email. Any saved report, on a schedule. Free includes 2 scheduled reports.
- Slack or webhook. The same schedule, sent to a channel or to your own endpoint.
- Export. The report and its data as a CSV, on Growth, with no history limit.
- API. Pull the same numbers into your own tools, on every plan.
- Pin. Keep it on a dashboard next to the numbers you watch.
- Weekly, Mondays, Last 7 days, to maya@acmeapp.com, sam@acmeapp.comRemove
Read next
Metrics
Your KPIs, split by the channel that drove themSee Metrics
Funnels
Where people drop off before they paySee Funnels
Activity
Any event over time, next to the period beforeSee Activity
Try it on your own data. Free to start, no card.
Install with AI in about 5 minutes.
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