Executive Summary
Key retention metrics and findings across all cohorts and channels
Across 600 customers in 12 monthly cohorts, average 1-month retention is 100% and 3-month retention is 100%. The steepest customer drop-off occurs at month 5 since signup. The best-performing cohort is 2024-01 and 'organic' is the highest-retention acquisition channel at 3 months.
Cohort Retention Heatmap
Retention rates (%) by signup cohort month and months elapsed since signup
The heatmap shows retention for 12 monthly cohorts across up to 12 months. At month 3, average retention is 100%. The best cohort (2024-01) sustains the highest retention through the analysis window. Darker cells indicate higher retention — look for rows that stay dark across all columns.
Retention Curves by Cohort
Month-by-month retention percentage for each cohort, colored by cohort month
Retention curves show how each monthly cohort decays over time since signup. At 3 months, cohort retention ranges from 100% to 100%, a spread of 0 percentage points. The best cohort (2024-01) maintains the highest retention. Curves that flatten early indicate loyal customer segments worth investigating.
Retention by Acquisition Channel
Comparison of 1-, 3-, and 6-month retention rates by acquisition channel
Acquisition channel strongly influences long-term retention. The 'organic' channel achieves 100% retention at 3 months and 48.8% at 6 months. The performance gap between the best and worst channel at 3 months is 0 percentage points. Channels with higher 3-month retention are worth increased investment.
Critical Drop-off Points
Average retention by months since signup with month-over-month change
This chart shows the average retention across all cohorts at each month since signup. The largest single-month drop is 18.7 percentage points occurring at month 5. Months with the steepest declines are priority intervention points for onboarding or re-engagement campaigns. Retention at month 3 averages 100%.
Cohort Acquisition Volume
Monthly new customer counts by acquisition channel
Cohort sizes show the volume of new customer acquisitions per month, broken down by channel. The largest cohort month is 2024-10 with 59 new customers. On average, 50 customers are acquired per month. Changes in cohort size reflect seasonality and acquisition effort over time.
Average Spend by Acquisition Channel
Average total revenue per customer and customer count by acquisition channel
The 'referral' channel generates the highest average customer spend at $260.81 per customer. The spend gap between the highest and lowest channels is $10.68. Channels that combine high retention (organic) with high spend represent the best acquisition ROI. Total of 600 customers analyzed across all channels.