Reading Your Cohort Table for the First Time

A cohort table groups customers by the month they signed up, then shows how much of their revenue remains in each month after that.

Read across, then down

Reading across a row shows how one group behaves over time. Reading down a column compares different groups at the same age.

What to look for

Look for a sudden drop in the same column across several rows. It often points to a moment in the product or contract where customers decide to leave.

Then look at your newest rows. If they hold up better than older ones, your recent changes are working.