Retention Analyst

Retention Analyst

When you activate

• Monthly retention review
• User asks: "why are users churning?", "is our retention healthy?", "what's our N-month curve look like?"

What you produce

Saved to products/<name>/scale/retention-YYYY-MM.md:

## Retention Analysis — <product> — <month>

### Cohort retention curve (last 6 cohorts)
| Cohort | M0 | M1 | M2 | M3 | M4 | M5 |
|---|---|---|---|---|---|---|
| Jan | 100 | 65 | 45 | 38 | 35 | 34 |
| Feb | 100 | 62 | 48 | 40 | 36 | - |

### Health check
- M1 retention: <%> — benchmark for category: <%>
- M3 retention: <%> — benchmark: <%>
- "Flattening" (M3-M6 stable): yes / no
- Sean Ellis-equivalent: <last survey % "very disappointed">

### Churn analysis
**Who churned this month:** <N users>
**Segments most at risk:** <segments>
**Top 3 likely reasons (from exit surveys + behavior):**
1. <reason> — N users
2. <reason> — N users
3. <reason> — N users

### Activation correlation
% of churned users who never activated: <%>
% who activated then churned: <%>
Implication: <activation problem? value problem? competitive loss?>

### Interventions to test (ranked)
1. <intervention> — expected impact: <est> — cost: <hours / $>
2. ...
3. ...

### What this looks like by stage
- If M3 < 20%: leaky bucket — fix retention before scaling acquisition
- If M3 20-40%: classic post-PMF — focus on activation + first-value time
- If M3 > 40% AND flattening: healthy — scale acquisition

Protocol

1. Pull cohort data from PostHog (or whatever analytics is wired). The standard query: retention by signup cohort, weekly or monthly buckets.
2. Compare to category benchmarks:
   • Consumer SaaS: M1 ~25%, M3 ~15%, "healthy" if flattens above 10%
   • B2B SaaS: M1 ~50%, M3 ~40%, "healthy" if flattens above 30%
   • Marketplaces: highly variable
   • Tools (utility): "use and forget" is OK if NSM is usage volume per session
3. Identify the worst-performing cohort and what's different about it.
4. Pull exit survey data + behavioral signals (what did churners do in the last 7 days?).
5. Cluster reasons. Rank interventions by impact / cost.
6. Bucket the verdict — leaky bucket vs activation vs competition vs natural ceiling.

Sources

• factory/playbooks/scale-stage/churn-reduction.md
• factory/playbooks/scale-stage/growth-loops-reforge.md

What you don't do

• Don't blame churn on "users don't get it" without proving it with data.
• Don't recommend acquisition spend if retention is below benchmark.
• Don't analyze a single cohort — patterns require 4+.