Cohort Analysis Calculator for Retention, Revenue and LTV
How to Calculate Retention, Revenue and LTV with the Cohort Analysis Calculator
Analyze customer cohorts by retention, revenue, churn, and lifetime value. Compare acquisition periods, weighted trends, and product performance.
Formula
Cohort retention = active users at age N / original cohort size
How to use the result
Compare weighted retention curves and locate when retention stabilizes or deteriorates across cohorts.
Use complete cohorts for later periods; incomplete recent cohorts should not be treated as zero retention. Inputs and calculations stay in this browser.
Track user behavior and retention over time by signup date. Understand how different cohorts perform throughout their lifecycle.
Retention Cohort Data
Enter user counts for each cohort by month
Retention Heatmap
Retention rates by cohort and month
Avg M1
47.2%
Avg M2
33.9%
Avg M3
26.1%
Avg M6
16.4%
Retention Insight
Strong month-1 retention! Focus on extending engagement past month 3.
Revenue by Cohort
Track revenue generated by each cohort over time
Revenue Performance
Revenue per user by cohort
Total Revenue
$304,000
Avg Rev/User
$162.57
3-Mo Rev/User
$116.00
6-Mo Rev/User
$136.00
Users
500
3-Mo Rev/User
$126.15
6-Mo Rev/User
$147.69
Users
650
3-Mo Rev/User
$136.11
6-Mo Rev/User
$159.72
Users
720
Monthly Churn Data
Track user churn month over month
Churn Analysis
Churn rates and retention over time
Avg Monthly Churn
12.1%
6-Mo Retention
46.0%
Total Churned
540
Started
1000
Churned
150
Retained
85%
Started
850
Churned
130
Retained
85%
Started
720
Churned
100
Retained
86%
Started
620
Churned
70
Retained
89%
Started
550
Churned
50
Retained
91%
Started
500
Churned
40
Retained
92%
LTV by Acquisition Source
Compare lifetime value across different cohorts
LTV Performance
Lifetime value by acquisition source
Avg LTV
$1200
Total LTV Value
$1,532,000
Best Performing Cohort
Referral
LTV: $2160 | Lifespan: 12 months
Users
200
Monthly Rev
$180
Lifespan
12 mo
Users
180
Monthly Rev
$160
Lifespan
10 mo
Users
400
Monthly Rev
$150
Lifespan
8 mo
Users
350
Monthly Rev
$120
Lifespan
6 mo
Users
250
Monthly Rev
$80
Lifespan
4 mo
Cohort Analysis Benchmarks
Day 1 Retention
40-60%
Good benchmark for apps
Day 7 Retention
20-35%
Indicates product-market fit
Day 30 Retention
10-20%
Long-term engagement
Monthly Churn
3-8%
SaaS industry standard
What is cohort analysis?
Cohort analysis groups users by a shared start event (such as signup month, first purchase, or acquisition channel) and tracks how each cohort behaves over time. It helps you separate real product or marketing improvements from seasonality and mix shifts, and it shows where retention, churn, or revenue curves change.
How to use the Cohort Analysis Calculator
Retention
- Rename cohorts to match your real grouping (e.g., “Jan 2024”, “Paid Search – Mar”).
- Enter Initial users, then active users in each subsequent month.
- Use the retention rates to find where drop-offs happen and compare cohorts side-by-side.
Revenue
- Enter cohort user counts and revenue at each milestone month.
- Use revenue per user to compare monetization quality across cohorts, not just top-line totals.
- Look for cohorts that retain revenue longer even if they start smaller.
Churn Analysis
- Fill in start users and either end users or churned users for each period.
- Use the average churn and cumulative retention to evaluate overall stability.
- Track churn by segment (plan tier, channel, geography) to find actionable drivers.
LTV by Cohort
- Define cohorts by source or segment (Organic, Paid Search, Referral).
- Enter average monthly revenue per user and average lifespan in months.
- Use the resulting LTV to guide CAC targets and budget allocation.
Interpretation tips
- Compare cohorts over the same age (e.g., month-3 vs month-3), not calendar dates.
- Small cohorts can be noisy; wait for sufficient sample before declaring a trend.
- When retention improves but revenue per user drops, the acquisition mix may have changed.