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Overall retention looks flat at ten percent. Nobody can say whether every group is stuck at ten percent, or a few groups are propping up a much worse average.
What you'll have at the end
A retention curve for each signup cohort side by side, with the cohort that's dragging the average named
You need
A retention percentage for each of your product's signup cohorts, measured at the same point in their lifecycle, plus how many people signed up in each one.
Not covered
Writing the query that builds those per-cohort retention percentages from raw signup and activity logs in the first place.
Leans on
Build a week-one retention table from a signup cohort
go there first if per-cohort retention percentages don't exist yet; this recipe starts from that table rather than raw signup and activity logs.
Split customers into RFM segments instead of emailing everyone the exact same message
once the driver segment is named, use it there to see whether recency and frequency segments explain the same split from a different angle.
Checked 26 Aug 2026
Part of the Data Analytics cookbook