What is a Retention Curve?

A retention curve is a graph that shows the percentage of customers who remain active or continue purchasing over a specific period of time after their first interaction.

What does a "flattening" curve indicate?

A flattening curve is the "holy grail" of retention. It means you have a group of loyal customers who stay indefinitely, indicating strong product-market fit.

Why do retention curves drop off early?

Early drops (in the first 30 days) usually indicate poor onboarding, a mismatch between marketing promise and product reality, or high friction in the first-time user experience.

How many cohorts should I include in my curve?

Include at least 6-12 months of cohorts to see how your retention strategy has evolved and if newer cohorts are performing better than older ones.

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Retention Curve Calculator

Visualize your customer retention decay over time to identify drop-off points and product-market fit.

Retention Data

Enter the number of active customers remaining at each time interval.