Retention & Cohorts

Retention & Cohorts

Where revenue compounds and where it leaks. Grouping clients by the year they first appeared shows whether each intake holds, grows or fades, so real retention is separated from new wins masking churn underneath.

Monthly revenue by joining year

Each month's revenue, layered by the year those clients first appeared. The oldest layers sit at the bottom: if they hold their depth, the business compounds within existing relationships; if they thin while newer layers widen, acquisition is masking attrition. The earliest layer is labelled "or earlier" because clients already billing when the data window opens cannot show their true start.

The longest-standing clients

Clients ranked by how many months they have been billing, the base the business rests on. What the most loyal ones have in common is the pattern worth selling to again.

Are the clients you keep the ones that make you money?

Tenure and profit are not the same thing. A long relationship can still be a thin one. The lifetime-profit and margin columns above let you check that the clients you protect are the ones worth protecting.