# Retention & churn

## Understand the dashboard

The dashboard is built around a powerful retention cohort chart, which shows you what percentage of users who installed on a specific day are still active over time.

* **Retention Rate:** The percentage of users from an initial group (cohort) who are still using your app after a specific period (e.g., Day 1, Day 7, Day 30). A higher rate indicates that users are finding long-term value.
* **Churn Rate:** The inverse of the retention rate. It represents the percentage of users from a cohort who have stopped using the app. A lower rate is a sign of a positive user experience.

<figure><img src="/files/cYGAw80jAq3IxieNYYxJ" alt=""><figcaption></figcaption></figure>

You can interact with the chart to get deeper insights:

* **Filtering Options:** Use the tabs (**All Merchants, Free, Paid**) to filter the cohort data. This allows you to compare the retention and churn behavior across different user segments.

<figure><img src="/files/lyP7QwsvC3MrwIHNgMRp" alt="" width="375"><figcaption></figcaption></figure>

* **Detailed Insights:** Click on any number of a specific day within the cohort chart to open a detailed report. This popup shows you a list of the individual stores from that day's cohort, their status, subscription plan, and more, helping you identify trends and potential issues at a user level.

<figure><img src="/files/BJ7K4Ok1myKcG25vFggT" alt=""><figcaption></figcaption></figure>

### How Retention & Churn can benefit you

* **Access Product Loyalty:** Retention data helps you evaluate how much long-term value your app delivers and how deeply users engage over time. By analyzing retention trends across different user segments, you can understand whether users are forming lasting usage habits and identify which user groups are most loyal.
* **Identify Critical Drop-Offs:** Cohort-based retention analysis allows you to pinpoint key moments in the user journey where engagement drops off, such as after initial onboarding or during longer-term usage. These insights are essential for identifying friction points and improving both early and ongoing user experience.


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