New Signups (30d)
4,812
+9.4% vs prior window
Week 1 Retention
73.8%
+1.9 pts after onboarding update
Week 8 Retention
41.6%
-0.8 pts on paid-search cohorts
Median Payback
3.7 months
Improved from 4.2 months
Retention Heatmap
Monthly cohorts by week retained
| Cohort | Users | W0 | W1 | W2 | W4 | W6 | W8 |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 712 | 100% | 77% | 65% | 53% | 47% | 42% |
| Nov 2025 | 768 | 100% | 76% | 64% | 51% | 45% | 40% |
| Dec 2025 | 803 | 100% | 75% | 63% | 50% | 44% | 39% |
| Jan 2026 | 845 | 100% | 79% | 67% | 55% | 49% | 43% |
| Feb 2026 | 812 | 100% | 80% | 69% | 56% | 50% | 44% |
| Mar 2026 | 872 | 100% | 81% | 70% | 57% | 51% | 45% |
Cohort Insights
Auto-detected patterns from recent cohorts.
Positive
Referral cohorts retain 9.8 pts better by week 8 compared to paid search cohorts.
Risk
Starter tier drops sharply between week 2 and week 4 after trial expiration.
Recommendation
Launch a post-trial activation sequence at day 12 for Starter cohorts.
Cohort Performance Breakdown
Acquisition quality, activation, and paid conversion by cohort month.
| Cohort Month | Signups | Activated in 7d | Converted to Paid | Day 90 Retained | Channel Leader |
|---|---|---|---|---|---|
| October 2025 | 712 | 61.2% | 26.5% | 37.8% | Referral |
| November 2025 | 768 | 60.7% | 25.9% | 36.9% | Organic |
| December 2025 | 803 | 59.8% | 25.1% | 35.4% | Partner |
| January 2026 | 845 | 63.4% | 27.8% | 39.6% | Referral |
| February 2026 | 812 | 64.1% | 28.2% | 40.8% | Organic |
| March 2026 | 872 | 65.3% | 29.5% | 42.1% | Referral |