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Charts / Glossary

Cohort

A chart word, with the charts that use it.

Definition

A cohort is a group that started in the same period, followed over time. Comparing cohorts shows whether newer groups hold on better than older ones.

Updated Nov 2, 2026

Revenue retention by cohortNet revenue retention by monthly cohort, April to September: month 2 retention runs from 86% (April) to 91% (July); the April cohort keeps 80% at month 5.M0M1M2M3M4M5APR · 412100%91%86%83%81%80%MAY · 388100%93%88%85%84%JUN · 455100%92%87%86%JUL · 471100%95%91%AUG · 502100%94%SEP · 536100%
Revenue retention by cohort
CohortAccountsM0M1M2M3M4M5
Apr412100%91%86%83%81%80%
May388100%93%88%85%84%
Jun455100%92%87%86%
Jul471100%95%91%
Aug502100%94%
Sep536100%
Revenue retention by cohortNet revenue retention by monthly cohort, April to September: month 2 retention runs from 86% (April) to 91% (July); the April cohort keeps 80% at month 5.M0M1M2M3M4M5APR · 412100%91%86%83%81%80%MAY · 388100%93%88%85%84%JUN · 455100%92%87%86%JUL · 471100%95%91%AUG · 502100%94%SEP · 536100%
Revenue retention by cohort
CohortAccountsM0M1M2M3M4M5
Apr412100%91%86%83%81%80%
May388100%93%88%85%84%
Jun455100%92%87%86%
Jul471100%95%91%
Aug502100%94%
Sep536100%
  1. 01One cohortEach row is the group that started in one month.
  2. 02Months since startEach column is one month after the start, M0 to M5.

Where you see it

  • Revenue retention by cohortNet revenue retention by monthly cohort, April to September: month 2 retention runs from 86% (April) to 91% (July); the April cohort keeps 80% at month 5.M0M1M2M3M4M5APR · 412100%91%86%83%81%80%MAY · 388100%93%88%85%84%JUN · 455100%92%87%86%JUL · 471100%95%91%AUG · 502100%94%SEP · 536100%LOWERHIGHER
    Revenue retention by cohort
    CohortAccountsM0M1M2M3M4M5
    Apr412100%91%86%83%81%80%
    May388100%93%88%85%84%
    Jun455100%92%87%86%
    Jul471100%95%91%
    Aug502100%94%
    Sep536100%
    Revenue retention by cohortNet revenue retention by monthly cohort, April to September: month 2 retention runs from 86% (April) to 91% (July); the April cohort keeps 80% at month 5.M0M1M2M3M4M5APR · 412100%91%86%83%81%80%MAY · 388100%93%88%85%84%JUN · 455100%92%87%86%JUL · 471100%95%91%AUG · 502100%94%SEP · 536100%LOWERHIGHER
    Revenue retention by cohort
    CohortAccountsM0M1M2M3M4M5
    Apr412100%91%86%83%81%80%
    May388100%93%88%85%84%
    Jun455100%92%87%86%
    Jul471100%95%91%
    Aug502100%94%
    Sep536100%

    026 · CohortChange over time · SaaS data

Common mistakes

Mixing calendar months and months since start

A cohort chart lines rows up by age, not by date. Keep the columns as months since start.

Small cohorts read like big ones

Show each cohort's size next to its label.

Questions

Why is a cohort chart a triangle?

Newer cohorts have fewer months behind them, so each row is shorter.

What is a cohort in SaaS?

Usually the customers who signed up or started paying in the same month.

In the kit

Cohort and the other types.

In Figma and React, in four sizes, light and dark. Pay once, every update.

See plans

Every chart word, A to Z.

Open the glossary