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We celebrate soaring signup numbers, aggressive marketing campaigns, and the thrill of new customers walking through the digital door. But what if those doors are also swinging wide open for users to leave just as quickly? This is where the often-overlooked yet profoundly influential practice of retention analysis takes center stage. It’s the critical lens through which successful growth teams understand not just who is coming, but who is staying, and why that distinction makes all the difference.

Not every customer interacts with your business in the same way. Some keep coming back, spending regularly, while others make a single purchase...

When we talk about Customer Lifetime Value (cLTV), the focus is usually on predictions i.e. how much a customer might or will spend in the future.