Why is cohort analysis important for SaaS?

Cohort analysis reveals whether your product is getting better or worse over time. If newer cohorts retain worse than older ones, something is degrading - possibly your product experience, onboarding, or marketing quality. If cohorts improve, your changes are working.

What is a good retention rate for SaaS?

Month 1 retention above 80% is excellent. Month 12 retention above 50% is world-class. Median SaaS sees month 1 at 60-70% and month 12 at 25-35%. Retention benchmarks vary significantly by business model, customer type, and product category.

How many cohorts should I track?

Track monthly cohorts for at least 12-24 months to see meaningful patterns. Weekly cohorts are useful for products with rapid onboarding cycles. Quarterly cohorts smooth out seasonal variation but provide less granular data for trend analysis.

What is the difference between average retention and cumulative retention?

Average retention is the mean of retention rates across all tracked months. Cumulative retention tracks the percentage of the original cohort still active at each month, accounting for compounding losses. Both are useful but tell different stories about user behavior.

How do I improve cohort retention?

Improve onboarding to drive faster time-to-value, enhance core features based on usage data, implement re-engagement campaigns for dormant users, improve customer support responsiveness, and refine your ideal customer profile to attract higher-retention segments.

What causes retention to decline across cohorts?

Marketing targeting less ideal customer profiles, product changes that degrade the user experience, increased competition, market saturation, onboarding process regressions, or growing complexity that makes the product harder to adopt.

How does cohort analysis inform product decisions?

Cohort analysis helps you identify which product changes improve or harm retention. By comparing retention before and after a product launch, you can measure the true impact of your feature releases. It also reveals which features correlate with higher retention.

What tools help with cohort analysis?

Amplitude, Mixpanel, Heap, and PostHog all offer built-in cohort analysis. Google Analytics 4 has basic cohort capabilities. For SQL-savvy teams, writing custom cohort queries against your data warehouse provides maximum flexibility and customization.

コホート分析計算機

コホート維持率分析を行い、初期コホートのユーザーが複数月にわたってどの程度維持されているかを追跡します。