Article

Evaluate retention cohorts

Reforge Freemium Advanced

This guide explains how to read a retention curve across different customer cohorts to spot which segment is actually sticking around long term, versus which one just looks good in the first week. It gives you the method for the churns least half of your sorting exercise with more rigor than a simple churn percentage. Worth it once you have at least a few months of usage history to plot; some depth requires a Reforge account.

  • A flattening retention curve for a cohort signals real product market fit for that segment
  • Compare curves across cohorts, not just a single blended average
  • The best retaining cohort is a strong candidate for your written ICP
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The question it answers

  1. How do I use the customers I already have to sharpen my ideal customer profile instead of guessing?

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