Cohort Retention Churn Curve Calculator
Model cohort-level customer retention, churn curves, downgrades, expansion, retained revenue, logo retention, and net revenue retention over time.
Cohort retention curve
Model cohort-level retention, downgrades, expansion, and NRR.
Retention applies each month. Expansion and downgrade are applied to retained revenue only.
Retention result
Net revenue retention
56.4%
After 6 months, revenue moves from £49,120 to £27,716.
Logo retention
50.8%
Customers retained
462 / 910
Strongest cohort
New cohort
New cohort
£16,380 starting MRR
68.3% NRR
Growth cohort
£17,980 starting MRR
55.5% NRR
Mature cohort
£14,760 starting MRR
44.5% NRR
This is a planning model from entered assumptions. Validate retention curves with real cohorts before changing acquisition targets or forecasts.
Cohort curves show retention shape, not just churn rate
A single monthly churn rate is useful for a quick snapshot, but it hides how different customer groups behave over time. New cohorts may decay quickly after onboarding, mature cohorts may stabilise, and expansion revenue can offset some logo churn.
This calculator models each cohort with its own customer count, ARPU, monthly retention, downgrade rate, and expansion rate. It then projects retained customers, retained revenue, logo retention, and net revenue retention across the chosen horizon.
Use it when the decision depends on retention shape, not just one current churn percentage.
A single churn percentage is a useful snapshot, but it hides whether new cohorts decay fast, mature cohorts stabilise, or expansion revenue offsets logo loss. Cohort retention analysis keeps those behaviours separate.
This calculator lets each cohort have its own customer count, ARPU, monthly retention, downgrade rate, and expansion rate. It projects retained customers, retained revenue, logo retention, and net revenue retention across the selected horizon.
Use it after churn impact calculator shows the monthly leak and before LTV vs CAC breakeven calculator turns retention into payback assumptions.
Worked example: comparing new, growth, and mature cohorts
A new cohort with high early retention may still produce lower NRR than a mature cohort with expansion. A growth cohort with higher ARPU can lose fewer customers but more revenue if downgrades are large.
By comparing final-month retained customers and retained revenue, the model shows whether revenue retention is better or worse than logo retention.
If NRR is below 100%, the cohort is shrinking on revenue even after expansion. If NRR is above 100%, expansion offsets churn and contraction on the assumptions entered.
A new cohort may retain many logos but have little expansion, while a mature cohort may lose more accounts but expand strongly enough to protect NRR.
Downgrades reduce retained revenue even when the customer stays. Expansion raises retained revenue without adding new logos, which is why logo retention and revenue retention often diverge.
The strongest cohort result highlights where retention economics are working best, not simply where starting MRR was largest.
What this retention curve does not cover
It does not import product analytics, identify individual churn reasons, separate voluntary from involuntary churn, calculate statistical confidence, or forecast acquisition.
Use the churn impact calculator for a simple current-month loss estimate. Use LTV vs CAC breakeven when retention assumptions need to support acquisition payback.
What this cohort retention calculator covers
This page should target cohort retention calculator, churn curve calculator, net revenue retention calculator, SaaS retention curve, and customer retention cohort calculator searches.
It calculates retained customers, latest monthly churned customers, retained revenue, logo retention, and NRR from manual assumptions. It does not import product analytics, run survival analysis, diagnose churn reasons, separate involuntary churn workflows, or calculate statistical confidence.
Model cohort retention and NRR
- 1
Enter each cohort
Add cohort name, starting customers, and average monthly revenue per customer.
- 2
Set retention assumptions
Enter monthly retention, downgrade or contraction rate, and expansion rate for each cohort.
- 3
Choose the forecast horizon
Forecast from 1 to 24 months depending on the retention window you want to review.
- 4
Compare logo retention and NRR
Review retained customers, retained revenue, strongest cohort, and net revenue retention.
Cohort retention: common questions
What is a cohort retention curve?
It shows how a defined group of customers is retained month by month instead of blending everyone into one churn rate.
How is NRR calculated here?
NRR compares ending retained revenue, after downgrades and expansion, with the cohort's starting revenue.
Is logo retention the same as revenue retention?
No. Logo retention tracks customers retained. Revenue retention also reflects ARPU, contraction, and expansion.
Can this replace product analytics?
No. It is a planning model from entered assumptions. Use real cohort data when available.
How does this relate to Churn Impact?
Churn Impact estimates one current-month loss. This calculator projects cohort decay and retained revenue across several months.
Disclaimer: This calculator is for general business planning and education. It does not provide tax, legal, accounting, or investment advice. Check important decisions against real financial records and qualified professionals where appropriate.