Been tracking like 15 different retention metrics and honestly not sure which ones actually matter for the business long-term.
Some look great on paper but revenue still fluctuates wildly. Others seem boring but maybe they’re the real indicators.
What metrics have you found actually correlate with sustainable growth?
Weekly churn rate beats fancy cohort charts every time. People leaving each week? Your growth math’s toast.
I focus on monthly actives who actually use the core feature. If they’re engaging with what matters most, they’ll stick around and convert to paid.
90-day revenue per user trends show if you’re delivering real value over time.
Revenue retention tells the real story for growth.
Day 30 cohort retention is key. I’ve seen apps with 90% week 1 retention fail because users leave after month one.
Also, repeat purchase rate within 60 days matters. I’ve tracked this in three subscription apps and it’s the best predictor for reaching growth targets six months later.
If those two metrics drop, everything else is irrelevant.
Check your LTV to CAC ratio. That tells you if retention creates profitable growth. Most retention metrics show people are sticking around, but if those users aren’t generating enough revenue to cover what you spent acquiring them, you’re in trouble. I track LTV:CAC monthly. If it drops below 3:1, it’s time to make adjustments fast.