Percent of a cohort retained at time checkpoints (D30, M3, etc.).
Measures product value over time by cohort. Plot curves, not just a single number.
Aim for flattening retention curves by month 3–6; compare by ICP and channel.
M3 retention 68%, M6 61%, M9 59% → curve flattening indicates durable value.
Mixing logo and revenue retention; not excluding inactive trials; seasonality misreads.
Traction slide: cohort curve chart with 6–12 cohorts; annotate first value moment.
Cohorts flatten by M3–M6; M6 retention ~61%.