Three retention curve shapes

Three retention curve shapesThree retention curve shapes: declining to zero, flattening, and smilingShare of cohort still active100%Periods since the cohort started (match the window to natural usage)Declining to zero: no fit yetFlattening: a core keeps returningSmiling: churned users come back

Read the shape before the number. A flattening curve is behavioral evidence that a core of customers has found value; a curve heading to zero means acquisition is filling a leaky bucket.