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Cohort Retention
Track how customer cohorts retain and generate value over time.
Repeat Purchase Rate (All Time)
31.4%
↓ 4.2% vs prior 90 days
30-Day Retention
28.4%
↓ 3.6%
60-Day Retention
19.2%
↓ 2.9%
90-Month Retention
14.7%
↓ 2.1%
Avg. Time to 2nd Purchase
6.3%
↓ 0.7%
Retention by Cohort
| Cohort (First Purchase) | Customers | Month 0 | Month 1 | Month 2 | Month 3 | Month 6 | Month 9 | Month 12 |
|---|---|---|---|---|---|---|---|---|
| Jun 2024 | 8,214 | 100% | 36.7% | 20.1% | 13.2% | 9.1% | 6.7% | 5.2% |
| May 2024 | 7,982 | 100% | 35.9% | 19.6% | 12.7% | 8.8% | 6.3% | — |
| Apr 2024 | 7,561 | 100% | 34.2% | 18.7% | 11.8% | 7.9% | — | — |
| Mar 2024 | 6,943 | 100% | 33.1% | 17.2% | 10.3% | — | — | — |
| Feb 2024 | 6,201 | 100% | 32.8% | 16.4% | — | — | — | — |
| Jan 2024 | 5,120 | 100% | 31.6% | — | — | — | — | — |
| Dec 2023 | 4,812 | 100% | 30.4% | — | — | — | — | — |
Lower retentionHigher retention
What’s driving retention changes?
| Acquisition Source | M1 Retention (Jun 2024) | M1 Retention (Feb 2024) | Change | M3 Retention (Jun 2024) | Change |
|---|---|---|---|---|---|
| 45.8% | 42.1% | ↑ 3.7pp | 17.6% | ↑ 2.1pp | |
| 48.2% | 44.6% | ↑ 3.6pp | 18.9% | ↑ 2.3pp | |
| Organic Search | 40.3% | 38.7% | ↑ 1.9pp | 15.1% | ↑ 1.2pp |
| Direct | 39.1% | 41.8% | ↓ 2.7pp | 14.2% | ↓ 1.6pp |
| Meta Ads | 28.7% | 31.2% | ↓ 2.5pp | 9.4% | ↓ 1.5pp |
| Google Ads | 26.3% | 29.5% | ↓ 3.2pp | 8.8% | ↓ 1.3pp |
Cohort drill-down
1,650 of 8,214 customers
retained in Month 2
₹4.2L
revenue from retained customers
Top characteristics of retained vs. lost
| Retained (1,650) | Lost (6,564) | |
|---|---|---|
| Avg. time to 2nd purchase | 32 days | — |
| Purchased 2+ products | 62% | 28% |
| Avg. first order value | ₹1,340 | ₹980 |
| Used discount on first order | 18% | 39% |
| Shipping issue on first order | 6% | 17% |
AI Insights
Retention is declining in recent cohorts
Month 1 retention decreased from 36.7% (Jun cohort) to 32.8% (Feb cohort), a 10.6% relative decline.
The drop is concentrated in Month 1 → Month 2
Customers are completing their first repeat-purchase less frequently.
Customers acquired via Instagram retain better
Instagram cohorts have 1.6x higher 90-day retention than Meta Ads cohorts.
Key takeaways
Your best retention performance is in Month 1.
Focus on improving the transition to second purchase.
Reactivate customers between Day 30–50 for best results.
Instagram and Email cohorts show strongest long-term retention.
Compare cohorts
Jun 2024Feb 2024
Jun 2024
Feb 2024