ActivationPal

Cohort analysis tool
for weekly retention.

Enter each weekly cohort's size and the users still active in weeks 1 to 4 to see retention as a heatmap.

CohortCohort sizeWeek 1Week 2Week 3Week 4

Retention by cohort

Average week 1 retention
42%
Average week 4 retention
22.8%
CohortUsersWeek 1Week 2Week 3Week 4
Week of Sep 11,24041%30%25%22%
Week of Sep 81,38543%32%26%23%
Week of Sep 151,15038%28%23%20%
Week of Sep 221,42046%35%29%26%

Cohort analysis FAQ

What is cohort analysis?

Cohort analysis groups users by when they started, then compares the same outcome for every group over the same time since that start. A change in the product shows up as a change between cohorts instead of being hidden by a change in traffic.

How do you calculate cohort retention?

Divide the users still active in a week by the cohort's starting size. A cohort of 1,240 users with 508 active in week 1 has 41% week 1 retention. Each average is the mean of that week's percentages across cohorts, leaving out cohorts with no number for the week.

How do you read a cohort retention table?

Each row is one cohort and each column is a week since the cohort started. Read down a column to see whether newer cohorts retain better than older ones, and across a row to see when users leave. For the steps a user takes before they leave, use the funnel calculator, or see onboarding funnel analytics for live app data.

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