Cohort Retention
See retention decay by signup cohort in the classic PLG heatmap.
COHORT RETENTION · 4 cohorts
COHORT
SIZE
M0
M1
M2
M3
M4
M5
Each cell is the % of that cohort still active in month M0–M5. Darker green = higher retention. Edit any cell to model your own decay curve.
What is Cohort Retention?
A cohort retention table groups users by when they signed up and tracks what percentage remain active each month after — the classic heatmap that reveals whether retention is improving over time.
Cell % = retained users in month N ÷ cohort size × 100
How to read your result
- Each row is a signup cohort; each column is months since signup.
- Darker cells mean stronger retention.
- Compare rows top-to-bottom to see if newer cohorts retain better.
- A stabilizing tail across cohorts signals product-market fit.
Frequently asked questions
What is a retention cohort?
A group of users who started in the same period (e.g. January signups), tracked together over time so you can compare how different cohorts retain.
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