GTM.

Glossary

Retention

How many customers are still there after a given time.

The mirror of churn, and usually shown as a curve by cohort: of everyone who joined in March, what share is still active after one month, three, six.

Investors read the shape more than the level. A curve that drops then flattens means you have found a group of people for whom the product genuinely works. A curve that keeps sliding toward zero means nobody has.

Related terms

  • Churn — The share of customers, or of revenue, that leaves in a period.
  • Cohort — A group of customers who started in the same period, tracked together.

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