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Cohort Retention — Heatmap Example

Retention is a grid of numbers, which is exactly what a heatmap is for. Rows are signup cohorts, columns are weeks since signup.

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Cohort Retention — Heatmap Example — chart previewA simplified heatmap preview drawn by FastChart.
Chart type
Your data6 rows · 7 cols
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W1W2W3W4W5W6JanJan · W1 — 100Jan · W2 — 62Jan · W3 — 48Jan · W4 — 41Jan · W5 — 37Jan · W6 — 34FebFeb · W1 — 100Feb · W2 — 64Feb · W3 — 51Feb · W4 — 44Feb · W5 — 39Feb · W6 — 36MarMar · W1 — 100Mar · W2 — 68Mar · W3 — 55Mar · W4 — 48Mar · W5 — 44Mar · W6 — 41AprApr · W1 — 100Apr · W2 — 71Apr · W3 — 59Apr · W4 — 52Apr · W5 — 48Apr · W6 — 45MayMay · W1 — 100May · W2 — 74May · W3 — 63May · W4 — 57May · W5 — 53May · W6 — 50JunJun · W1 — 100Jun · W2 — 77Jun · W3 — 66Jun · W4 — 60Jun · W5 — 56Jun · W6 — 53
Heatmap of W1, W2, W3, W4, W5, W6 by Cohort — 6 data points.
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Reading the chart

What this example shows

  • Retention improves down every column — later cohorts hold better at the same age, which is the signal product changes are working.
  • The steepest drop is always W1 to W2. Everything after week three flattens out.
  • Reading a diagonal instead of a row compares cohorts at equal age rather than equal calendar date.

The data

Paste-ready dataset

Cohort,W1,W2,W3,W4,W5,W6
Jan,100,62,48,41,37,34
Feb,100,64,51,44,39,36
Mar,100,68,55,48,44,41
Apr,100,71,59,52,48,45
May,100,74,63,57,53,50
Jun,100,77,66,60,56,53

Illustrative retention percentages with a deliberate improving trend. Replace with your own before publishing.

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