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Retention Metrics That Matter

productled.com

Retention measures how long your customer stays actively engaged with your product or business.

The two key retention metrics are:

  • Core retention: The total number of active users after a specific time period.
  • Proxy retention

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A product-market fit gives you a sense of how ready your product is for the market. It's a measure of revenue against the payback period and shows the percentage of users who value your product over a period of time.

When you have a product-market fit, you can:

  • S...

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A cohort is a group of users who experience the product value at about the same time.

  • Look at users for a month. The first month is Month Zero. All the users that experience the product in Month Zero is your cohort.
  • Track the behaviour of each...

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Building a Retention Chart

The Activation Curve shows the number of users activated over a specific period of time.

Many early-stage companies have bad retention at the start. They can get customers in but haven't figured out the mechanics to keep them around. When the metrics start to improve over time, you ...

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  • Have enough tooling to track signups on a cohort basis, such as Google Analytics, Google Analytics 360, Segment, Mixpanel, or Amplitude.
  • Know your proxy metric. What action is the user performing? (consuming content, a download, a daily active user?)...

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Focus on new users and the initial experiences they have with your product. 

To create a great first impression:

  • Run experiments on user onboarding.
  • Personalise your sales process.
  • Incorporate feedback loops.

Target better user...

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