Customer Retention by Customer Attributes

Retention > Repurchase by Cohort > Customer

Summary

The report shows how repurchase behavior evolves for different customer cohorts, allowing businesses to understand which acquisition periods generate the most loyal customers and identify drop-off points.

Questions the report answers

• Which customer cohorts are the best and worst performing regarding retention metrics?
• How do retention metrics evolve over different stages of order?
• When do significant drop-offs in customer repurchases occur?

How to read the report

• Each row represents a cohort, and reading the table from top to bottom allows you to compare different cohorts to help you identify the best and worst-performing cohorts for a selected period.
• The Acquired Customers column allows you to see the size of each cohort. This serves as a benchmark to understand the proportion of customers who made repurchases in different timeframes and reflects the effectiveness of your acquisition campaigns.
• In Month 01, In Month 02, In Month 04-06, etc. columns represent the periods after the first order. For instance, "In Month 01" indicates the percentage of customers who repurchased in the first month after acquisition, while "In Month 04-06" shows the percentage of customers who repurchased within the fourth to sixth month.
• For analyzing the performance of the individual cohort over different periods you can read the table from left to right. You can identify whether the selected retention metric is stagnating or declining over a period helping you understand how the retention metrics are evolving over different periods, helping identify potential drop-off points where customers may not be continuing with subsequent purchases.
• It's common to see a decay in repurchase rates as time goes on, meaning fewer customers continue to repurchase over longer timeframes. This decay is a typical challenge in customer retention and underscores the importance of keeping customers engaged beyond their initial purchases. By monitoring when and where this drop-off occurs, you can implement targeted interventions to boost loyalty and retention.

Switch between Metrics

You can switch between different Retention Metrics using the dropdown menu to focus, such as:

• Number of Customers
• Customer Repurchase Rate

Switch Between the Customer Attributes

You can switch between different Customer Attributes using the dropdown menu, such as

• Marketing Consent
• Percent Orders has Discount
• Percent Orders has Shipping
• Percent Orders has Return
• Percent Orders has Subscription
• Country
• State
• City
• First Order New or Returning Users
• First Order Device Category
• First Order Browser
• First Order Operating System

Color Coding

Color coding helps you quickly identify high and low-performing cohorts for a given order sequence.

• Green: Indicates a high value at a given order sequence. For example, if the Customer Repurchase Rate is Green, the cohort is performing well in that period.
• Red: Indicates a low value at a given order sequence. For example, if the Customer Repurchase Rate is Red, the cohort is not performing well in that period.

Glossary

Number of Customers

Total count of unique customers who have made at least one purchase. It is calculated by counting the number of unique customers.

Customer Repurchase Rate

The proportion of unique customer relative to the total number of unique customers.