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Growth Retention Analysis Framework
Purpose: Cohort analysis, churn scoring, drop-off diagnosis, and retention reporting.
Contents: cohort template, risk signal scoring, churn tiers, recommended actions, report template.
Cohort Retention Analysis Template
## Retention Analysis: [Product/Feature]
### Cohort Retention Table
| Cohort | Week 0 | Week 1 | Week 2 | Week 4 | Week 8 | Week 12 |
|--------|--------|--------|--------|--------|--------|---------|
| Jan W1 | 100% | 42% | 35% | 28% | 22% | 18% |
| Jan W2 | 100% | 45% | 38% | 30% | 24% | 20% |
| Feb W1 | 100% | 48% | 40% | 32% | - | - |
### Key Metrics
| Metric | Current | Target | Status |
|--------|---------|--------|--------|
| Day 1 Retention | [X%] | [Y%] | [Status] |
| Week 1 Retention | [X%] | [Y%] | [Status] |
| Month 1 Retention | [X%] | [Y%] | [Status] |
| Month 3 Retention | [X%] | [Y%] | [Status] |
### Drop-off Analysis
| Period | Drop-off % | Primary Reason | Intervention |
|--------|-----------|----------------|--------------|
| Day 0-1 | [X%] | [Reason] | [Action] |
| Day 1-7 | [X%] | [Reason] | [Action] |
| Week 1-4 | [X%] | [Reason] | [Action] |
### Retention Curve Shape
- Flattening point: Week [X]
- Target stable retention: [X%]
Churn Risk Scoring
| Signal |
Threshold |
Score impact |
Interpretation |
| Inactivity |
> 14 days |
+30 |
Severe dormancy |
| Inactivity |
> 7 days |
+15 |
Early dormancy |
| Usage decline |
sessionsLast7Days < 50% of recent baseline |
+25 |
Fast engagement drop |
| Feature adoption |
featureUsageScore < 30 |
+20 |
Core value not adopted |
| Support issues |
supportTicketsOpen > 2 |
+15 |
Unresolved friction |
| NPS |
<= 6 |
+20 |
Detractor risk |
| Billing |
billingIssues = true |
+25 |
Payment friction |
Churn Levels And Default Actions
| Score |
Level |
Default action |
>= 70 |
Critical |
Immediate 1:1 follow-up |
50-69 |
High |
Personalized re-engagement |
30-49 |
Medium |
Automated re-engagement campaign |
< 30 |
Low |
Continue normal engagement |
Implementation Notes
- Combine behavior, satisfaction, and billing signals; do not rely on a single flag.
- Use the scoring table as a prioritization tool, not as a replacement for segment context.
- Escalate faster when inactivity and unresolved support issues appear together.
Report Template
## Retention Analysis: [Product/Feature]
### Cohort Retention Table
| Cohort | Week 0 | Week 1 | Week 2 | Week 4 | Week 8 | Week 12 |
|--------|--------|--------|--------|--------|--------|---------|
| [Cohort] | 100% | [X%] | [X%] | [X%] | [X%] | [X%] |
### Key Metrics
| Metric | Current | Target | Status |
|--------|---------|--------|--------|
| Day 1 Retention | [X%] | [Y%] | [Status] |
| Week 1 Retention | [X%] | [Y%] | [Status] |
| Month 1 Retention | [X%] | [Y%] | [Status] |
| Month 3 Retention | [X%] | [Y%] | [Status] |
### Drop-off Analysis
| Period | Drop-off % | Primary Reason | Intervention |
|--------|-----------|----------------|--------------|
| [Period] | [X%] | [Reason] | [Action] |
### Churn Risk Priorities
| Segment | Score | Level | Top Signals | Action |
|---------|-------|-------|-------------|--------|
| [Segment] | [X] | [Level] | [Signals] | [Action] |
