Revenue attribution
Revenue retention cohorts
Group customers by first-payment month and acquisition channel, and see how much of their first-month revenue they keep paying.
Cohorts answer which channels bring customers who stay. Each cohort is the set of customers who first paid in the same month and were acquired through the same channel, source or campaign. Cohorts are on the Growth and Scale plans.
Definitions
- Cohort month: the calendar month (UTC) of the customer's first payment.
- Key: the channel, source or campaign attributed to the customer's first successful charge. You choose the dimension in the dashboard.
- Base: the cohort's net charges in month 0, after fees. Refunds are left out of the base, so it is never negative.
- Retained in month n: the cohort's net revenue in month n, refunds included, as a percentage of the base.
retained(cohort, n) = net revenue of the cohort in month n / net charges of the cohort in month 0 × 100Month 0 is always 100. Months run from 0 to 12, and the table covers customers who first paid in the last 12 months.
Reading the numbers
- Values above 100 mean expansion: upgrades and extra seats outweigh churn and downgrades.
- A month that has not finished yet is blank, not 0. A cohort from two months ago shows months 0 and 1 only.
- Refunds in a later month lower that month's value and can make it negative.
Channel summary
Above the grid, one row per key averages months 1, 3, 6 and 12 across that key's cohorts, weighted by each cohort's base revenue. A large cohort counts for more than a small one, so one customer in a quiet month cannot swing the average. Cohorts that have not reached a month are left out of that month's average rather than counted as 0. Rows are sorted by month 3.