Cohort Analysis Calculator

Analyze user cohort retention over time. Calculate monthly retention rates, churn rates, estimated customer lifetime value (LTV), and total cohort revenue.

Inputs

Initial Users (Month 0)

Month 1 Retained

Month 2 Retained

Month 3 Retained

Avg Revenue per User ($)

Tab to move between fields

Results

Month 1 Retention

40%

Estimated LTV

$59.76

≈ 12 cups of coffee

Month 2 Retention25%

Month 3 Retention18%

Avg Retention Rate27.67%

Month 1 Churn60%

Month 2 Churn (period)37.5%

Month 3 Churn (period)28%

Observed Cohort Revenue$45,750.00

How to Use This Calculator

Enter the cohort size at acquisition and retention counts at each time period.
Set the time interval (weekly, monthly) and number of periods to analyze.
Review retention rate and churn rate at each period.
Identify which cohorts show higher retention to trace back to acquisition channel or product change.
Use the lifetime value output to set customer acquisition cost targets.

How the result changes with Initial Users (Month 0)

Initial Users (Month 0)	Month 1 Retention	Estimated LTV
1,000,001	0.04%	$45.33
3,500,001	0.01%	$45.32
6,500,000	0.01%	$45.32
9,000,000	0%	$45.32

What each input means

Initial Users (Month 0): Number of users who joined in the cohort's starting month.
Month 1 Retained: Number of original cohort users still active in month 1.
Month 2 Retained: Number of original cohort users still active in month 2.
Month 3 Retained: Number of original cohort users still active in month 3.
Avg Revenue per User ($): Average monthly revenue generated per active user (ARPU).

How this is calculated

Worked example, using the default values

Identify Input Parameters
4 parameters
Initial Users (Month 0) = 1000, Month 1 Retained = 400, Month 2 Retained = 250, Month 3 Retained = 180 = 5 input(s) provided
Calculate Month 1 Retention
Month 1 Retention
40 = 40
Calculate Estimated LTV
Estimated LTV
59.76 = $59.76
Calculate Month 2 Retention
Month 2 Retention
25 = 25
Calculate Month 3 Retention
Month 3 Retention
18 = 18

Engine last updated August 6, 2026. Checked against 1 independently-derived test — how we verify calculators.

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