What is a cohort retention curve and how do you read it?

Cohort retention curve — is a graph showing how users retained, grouped by cohorts (for example, by registration date), over time.

Each curve on the graph corresponds to one cohort and shows the percentage of users who continue to use the product after a certain period (days, weeks, months).

How to read:

• The X-axis represents the time since the start (for example, registration day).
• The Y-axis shows the percentage of retained users.
• The decline of the curve indicates how quickly users stop using the product.

Analysis helps to understand how well the product retains users and to identify moments when churn occurs, in order to improve the product or marketing.