retention-cohort-analysis

name	retention-cohort-analysis
description	Use when measuring customer retention over time. Cohort = group of customers acquired in same period.

Retention Cohort Analysis

Cohort = customers acquired in same month. Track retention curve over time. Reveals: product fit, churn drivers, LTV.

Cohort setup

Group customers by:

1. Acquisition month
2. Acquisition channel
3. Pricing tier signed up
4. Campaign source

Track each cohort's:

• Active users at month 1, 2, 3, ..., 12
• Revenue at each month
• Churn rate per month

Retention curve patterns

Healthy cohort: 40-60% retention after 12 months Weak cohort: <20% retention after 12 months Strong cohort: 70%+ retention after 12 months (great product-market fit)

Compare cohorts: are newer cohorts retaining better/worse? Indicates product improvement or decline.

Actionable insights from cohorts

1. Identify highest-LTV channel
2. Identify lowest-LTV channel (reduce spend)
3. Spot product issue (sudden cohort drop)
4. Pricing test results (cohort comparison)
5. Onboarding effect (compare onboarded vs not)

Where this fits in the X3 empire

Cohort analysis pattern for CardPrepAI customer base.