Retention dashboard
Monitor retention rates, analyze cohorts, and reduce churn.
The Retention dashboard helps you understand how long customers stay with you and why they leave. Use these insights to pinpoint where in the customer lifecycle drop-offs occur (Cohort Analysis) and distinguish between avoidable cancellations vs. payment failures.
Cohort analysis
The top section features the Subscription Retention Cohort Analysis chart. This "heatmap" allows you to visualize customer behavior over time by grouping users based on when they started their subscription.
Guide: How to read and calculate cohort data
Reading the heatmap
- Rows (Activation Month): Each row represents a group of users who activated their subscription in the same month (e.g., "Jan, 2026").
- Column 1 (Cohort Size): The total number of subscriptions (or MRR) that started in that month.
- Columns 2+ (Month 1, 2...): These columns track retention over time.
Month 1is the first month after the activation month. - Color Key: Read a row from left to right to see the drop-off. Darker blue cells indicate higher retention.
- Dark Blue: High retention. Most of the original cohort is still active.
- Fading Blue: Declining retention. Users are beginning to churn.
- White / Light: Low retention. Very few users from the cohort remain.
Calculation logic
- Baseline: Percentages are always calculated based on the Cohort Size (Day 0), not the previous month's count.
- Expansion (MRR): Unlike subscriber counts, MRR Retention can exceed 100% if revenue from upgrades (expansion) is higher than the revenue lost to cancellations.
Tracks the retention of cohorts over time. Use the dropdown in the top-right corner to toggle the metric displayed:
- Percent (%): Percentage of original subscriptions retained.
- Count (#): Absolute number of subscriptions retained.
- MRR ($): Value of Monthly Recurring Revenue retained.
- MRR (%): Percentage of initial MRR retained.
Actions: Click the menu icon (top-right) to download the plot as a PNG or the raw data as a CSV.
Retention trends
These charts track the daily fluctuations of your retention rates over the selected timeframe.
| Metric | Definition | Calculation / Logic |
|---|---|---|
| Customer Retention Rate | The percentage of unique customers retained over the previous 30 days. | 100% - Customer Churn Rate |
| MRR Retention Rate | The percentage of Monthly Recurring Revenue (MRR) retained over the previous 30 days. | 100% - MRR Churn Rate |
| Average Retention Period | The average number of days a subscription remains active. | Total Active Days ÷ Active Subscriptions Calculated based on active subscriptions on the last day of each month. |
Churn analysis
Understanding why users leave is key to fixing the problem. These widgets allow you to analyze churn by volume, revenue impact, and specific user feedback.
A donut chart splitting your churn into two distinct categories:
- Voluntary: The user actively clicked "Cancel" (e.g., pricing, unhappy with product).
- Involuntary: The system cancelled the subscription (e.g., failed payment, expired card).
- Toggles: Switch the view between Count (#) and MRR ($).
A stacked bar chart showing the volume of churn types over the last year. Use this to spot seasonal spikes or issues with payment gateways.
- Legend: Voluntary (Blue) vs. Involuntary (Light Green).
- Toggles: Switch the view between Count (#) and MRR ($).
A bar chart ranking the most common reasons users selected during the cancellation process.
- Usage: Use this feedback to prioritize product improvements or pricing adjustments.
Updated 13 days ago