Instructions

This template helps you analyze how different cohorts (groups of users who signed up at the same time) behave over time.

It’s most commonly used for:

• Retention (e.g. what % of users are still active X weeks later)
• Conversion (e.g. trial → paid over time)
• Feature adoption or repeat purchase rates

Structure Overview

Each row = a cohort

Each column = time period after signup (Week 0, Week 1, Week 2...)

You can display either:

• Raw numbers (e.g. # active users)
• Percentages (e.g. % of original cohort retained)

Sample Table – Retention by Weekly Cohort

✅ Add conditional formatting to highlight drop-offs or retention spikes.

Optional Charts to Visualize

• Line chart: Cohort retention curves
• Heatmap: Highlight strong/weak retention weeks
• Bar chart: Compare total retained users across cohorts

Variations You Can Track