Source: https://www.revvly.ai/glossary/cohort-retention

[Glossary](https://www.revvly.ai/glossary)

# Cohort retention

**Cohort retention tracks groups of customers that started in the same period, such as a signup month, and shows how many, or how much of their revenue, remain over time. Comparing cohorts shows whether retention is improving and when in the customer lifecycle losses happen.**

## How to read it

Keep cohort definitions fixed, and measure revenue as well as logo retention. A flattening curve is the sign of a healthy product; a curve that keeps falling points to a fit or onboarding problem.

## Further reading

- [Cohort retention analysis: a practical framework for subscription businesses](https://www.revvly.ai/blog/cohort-retention-analysis-framework)

## Related terms

- [Net revenue retention (NRR)](https://www.revvly.ai/glossary/nrr)
- [Gross revenue retention (GRR)](https://www.revvly.ai/glossary/grr)
- [Churn rate](https://www.revvly.ai/glossary/churn-rate)

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