Updated September 25, 2023
The Customer Retention Dashboard provides Cohort Retention Analysis. The customer cohort table is used in D2C e-commerce to understand the bigger picture of your customer acquisition and the retention of existing users. The customer cohort table gives you an overview of total monthly customers, gained new customers, and their willingness to reorder.
The customer cohort table is used as a preliminary tracking tool to gain a deeper understanding of how many of your previous customers return and when. This helps you understand if your customer acquisition has been successful and if actions taken during different months, such as email marketing, discount campaigns or adjustments, influence customer behavior.
The table can be filtered according connected stores.
How should I read the cohort table?
For example, if you want to understand whether your customers gained last November are different from the ones you gained in December, this is measured by looking at the number of these customers and how many of them return to make a purchase, and when that purchase occurs.
- Start by looking at the monthly gained customers in the far-right column.
- Begin reading the cohort table from the first line, from left to right, just as you would read a book.
- Pick two months you want to compare and observe how many of these customers have returned to you in a 6-month period.
Also the analysis of new retaining customers per month can be done as illustrated with the following example. The retention cohort can be analysed on person level by clicking the table column.
Customer Lifetime Dashboard Elements
- Retention table visualises customers based on the 'order created date'. The customer cohort table gives you an overview of total monthly customers, gained new customers, and their willingness to reorder. Source: Shopify