Measure retention, not just an overall churn rate
What is cohort analysis?
Cohort analysis groups your customers by signup week, then tracks, week after week, what share of each group is still active. It answers a question an overall churn rate can't settle: is retention improving, worsening, or staying flat over time?
The problem
A single monthly churn rate mixes customers who signed up two years ago with customers who signed up last month. It says nothing about how recent changes — a new onboarding flow, a new feature — are affecting the retention of newcomers.
What you see
A table with one row per signup week, the cohort's size, and its retention rate at each following week, from W0 to W5 — cells still empty simply mean there hasn't been enough time yet for that cohort.
Why these metrics matter
Comparing the retention curve of your recent cohorts to one from a few months ago directly shows whether your product or onboarding work is paying off, without waiting months to see it in an overall churn rate.
How it connects
Calculated automatically as soon as Stripe is connected, from subscription status. No history is reconstructed before the connection date.
Frequently asked questions
Over how many weeks is retention tracked?
Six weeks, from W0 (signup week) to W5.
When does cohort history start?
From when you connect your Stripe account — no prior data is reconstructed.
What counts as good SaaS retention?
There's no universal number that applies to every product — what matters is the trend over time for your own SaaS, not a comparison to a generic benchmark.