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Аналитика / Продуктовые метрики

Cohort retention rate

Retention rate measures what percentage of a cohort remains active after a chosen period.

Опубликовано: Обновлено:

АналитикаПродуктовые метрики

Формула

$$\text{Retention} = \frac{N_{\text{active at end}}}{N_{\text{cohort start}}}\cdot 100\%$$
funnel Retention funnel by day

Cohort start users move through surviving active cohorts at day milestones.

The decay curve helps identify onboarding and product value moments.

Обозначения

$N_{\text{cohort start}}$
Users at the cohort start (or day 0), users
$N_{\text{active at end}}$
Users from the same cohort still active at the target date, users

Условия применения

  • The cohort definition must be fixed (by signup date, install date, or onboarding date).
  • Activity definition must be the same across cohorts and periods.
  • A user should be counted once regardless of sessions per day.

Ограничения

  • Returns, reactivations, and delayed activity patterns can distort daily retention views.
  • Very small cohorts produce unstable percentages.
  • If activity is seasonal, compare cohorts with identical windows.

Подробное объяснение

Retention is a survival-style signal of user continuity. It directly reflects how much value users find in the product after initial adoption.

Как пользоваться формулой

  1. Choose a cohort start event and a measurement point (for example, D7 or D30).
  2. Count users in the cohort at start and at the chosen point.
  3. Divide and convert to percentage.
  4. Monitor by acquisition source and onboarding variant.

Историческая справка

Retention math evolved from cohort tables used in SaaS and mobile analytics to diagnose long-term product value.

Пример

Start cohort 1,200 users. On day 30, 360 are still active. Retention = 360 / 1,200 × 100\% = 30\%.

Частая ошибка

Calculating retention from total app users, then reporting it as a cohort metric. Cohorts must be defined by the same start event.

Практика

Задачи с решением

30-day retention

Условие. Cohort start: 2,000 users; active on day 30: 500 users.

Решение. \text{Retention} = 500 / 2{,}000 \cdot 100\% = 25\%.

Ответ. 25\%

7-day retention

Условие. Cohort start: 1,100 users; active on day 7: 660 users.

Решение. \text{Retention} = 660 / 1{,}100 \cdot 100\% = 60\%.

Ответ. 60\%

Дополнительные источники

  • Mixpanel, Cohort Analysis Documentation
  • Amplitude, Retention and Cohorts Guide

Связанные формулы

Аналитика

Churn rate

$\text{Churn} = \frac{N_{\text{churned}}}{N_{\text{period start}}}\cdot 100\%$

Churn rate shows the proportion of users or customers that stop being active/paying during a period.

Аналитика

DAU to MAU ratio

$\text{DAU/MAU} = \frac{\text{DAU}}{\text{MAU}}\cdot 100\%$

The DAU/MAU ratio shows what share of monthly active users visit your product on an average day.

Аналитика

Basic LTV

$\text{LTV} \approx \text{ARPU} \cdot \text{Gross Margin} \cdot L$

A practical LTV estimate multiplies average revenue per user by gross margin and average customer life.