Cohort analysis
Grouping customers by when they joined and tracking each group's behaviour over time.
It cuts through blended averages to show whether retention and spend are actually improving for newer customers.
Hear it from people who've done it
Get the real-world version of "Cohort analysis" drawn from hundreds of conversations with founders and investors.
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Churn
The rate at which customers (logo churn) or revenue (revenue churn) leave over a period.
Net revenue retention
Revenue this year from last year's customers, including upsells and minus churn — expressed as a percentage.
North Star metric
The single measure that best captures the value you deliver to customers, used to align the whole team.
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