08.2 · Capability in Retention

Retention analysis

Measuring who stays, who leaves and why, so retention work targets the real cause.

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08.2.1Retention curvesCharts of how many users remain over time after starting.
08.2.2ChurnUnderstanding why and when users or customers leave.
08.2.3Engagement frequencyHow often users return, compared with how often they need to.
08.2.4Meaningful usageDefining which activity counts as real use, not just logging in.

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Where to start

3 resources

bookStart here
The retention lifecycle framework ↗
Amplitude · 2023 · 6 min
Splitting users into new, current, dormant and resurrected, because each group needs different work.
articleStart here
The complete guide to cohort analysis ↗
Amplitude · 2026 · 20 min
How cohorts work, how to read a retention grid, and common mistakes such as cohorts that are too broad.
articleStart here
What is good retention: an exhaustive benchmark study ↗
Casey Winters, with Lenny Rachitsky · 2020 · 6 min
Retention benchmarks by business type, collected from growth practitioners, and why the shape of the curve matters more than one number.

0 tools

Tools for this topic are being researched.