Cohort Retention

Definition

Tracking each signup month's surviving customers (or revenue) over time, rather than blending all customers into one churn number.

Worked Example

Jan-2026 cohort, revenue retained:

M0 100% -> M1 96% -> M3 90% -> M6 84% -> M12 75%

A flattening curve = a retained core exists.
A curve sliding toward zero = leaky bucket; LTV math is unreliable.

Interpretation & Pitfalls

Cohorts expose changes in product quality over time: compare the M3 retention of the Jan cohort vs the Jun cohort.

In TupicFinance

Signup-dated subscriptions allow cohort matrices per service and per acquisition channel.