How to spot churn before it happens using Retention Cohorts

A cohort is a group of customers who share a start date—typically the month they first subscribed. Retention Cohorts track what share of each cohort is still active in later months. So you see: of everyone who signed up in January, how many were still here in February, March, and so on. The result is a curve per cohort that shows how sticky that group is.

Steep drops in the first few months often mean onboarding or product fit issues. Flattening after that is normal; the question is how high the curve stays. If newer cohorts drop faster than older ones, something has changed—pricing, competition, or experience. Compare cohorts side by side to see if churn is getting worse and which signup period is most at risk.

Use the curves to decide where to act. If a recent cohort is trending worse, focus on that group: check payment status (Failed, Expiring Soon) in Customer Intelligence, then add outreach or product touchpoints. Cohorts don't fix churn by themselves—they tell you who and when. Pair them with segments and actions to reduce churn before the next dip.

Retention Cohorts show how each signup group retains over time. Read the curves to see which cohorts are at risk, then use Customer Intelligence and outreach to act before the next wave of churn.