> For the complete documentation index, see [llms.txt](https://docs.drivepoint.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.drivepoint.io/using-the-web-app/reports/cohort-analysis/customer-retention.md).

# Customer Retention

## Definitions <a href="#definitions" id="definitions"></a>

*In order to focus on the customer retention after the first purchase, this report completely excludes the first purchase from any of the calculations. As a result, any Day 0, Week 0 or Month 0 Since First Purchase displayed that would always be 100% will instead represent the percentage of customers that made a returning purchase within the same period in which they made the first purchase.*

**Customer Retention:** Cohorted by when they made their first purchase (*Cohort Interval*), the number of customers that made a returning purchase divided by the number of customers from the cohort (*Cohort Size*).

**Cohort Interval:** This is a control available in the *Filters* menu with the possible options of *Quarter, Month*, *Week*, and *Day*. Each option groups first-time customers together into cohorts based on the interval selected. For instance, a customer that makes their first purchase on January 15th, 2024 is cohorted into Q1 2024 (*quarter*), Jan-24 (*month*), (*week of*) Jan 14, 2024, and Jan 15, 2024 (*day*).

**Interval Since First Purchase:** This is a control available in the *Filters* menu with the possible options of *Month*, *Week*, and *Day*. Each option calculates the calendar distance since the first purchase.&#x20;

*As an example, let's assume we selected Month and we're looking at customers acquired in Jan. 2020. The Month 0 is representative of any purchases that followed within Jan. 2020. Month 1 would represent any purchases that took place in Feb. 2020, Month 2 would be Mar. 2020, Month 3 as Apr. 2020, and so on.*

***Amazon can often experience a 14 day lag. Click below to learn more.***

{% content-ref url="/pages/N9BKbfVSxVucmF4yc5IK" %}
[Amazon Reports](/using-the-web-app/reports/amazon-reports.md)
{% endcontent-ref %}

## Pro Tips & Tricks

1. View the performance of your previous 12 month cohorts in a graph and table.
2. Hovering over the graph will show you the percentage of customers acquired that made a returning purchase broken down per month.

*💡Example: 5.1% of customers who bought their first product in October-23 also purchased a product in the following month (November-23). Whereas 6.1% of customers who bought their first product in May-23 purchased a product in the following month (June-23)*

4. Toggle between different segments to uncover further insights (i.e.. Subscription vs. Non-Subscription)

*💡No segments specified? Talk to your Drivepoint rep or contact us*

5. Toggle between different timeframes to hone in on specific cohorts.
6. Export the graph and table by clicking the arrow button in the top right.


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