GTM.

Glossary

Cohort

A group of customers who started in the same period, tracked together.

Grouping by start month is what makes retention legible. Blended averages hide the thing you need to see, because new signups constantly mask the departures of older ones.

It is also how you tell whether the product is getting better. If each new cohort retains better than the last, something you changed is working.

Related terms

  • Retention — How many customers are still there after a given time.
  • Churn — The share of customers, or of revenue, that leaves in a period.

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