Analysis / Customer success and renewals
Measure revenue retention by customer cohort
Use Proforma to measure revenue retention by customer cohort. Produce revenue retention cohort table and customer revenue movement detail from your business data.
Customer success leader · Account manager
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Your starting prompt.
Measure gross and net revenue retention for customer cohorts beginning in [period]. Compare each cohort’s opening recurring revenue with retained, expanded, contracted and churned revenue at [intervals]. Exclude new customers from existing-cohort retention and show logo retention alongside revenue metrics. Provide a reconciled cohort table with customer-level movements and flag missing snapshots instead of treating missing records as churn.
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Method and review
Keep the assumptions visible.
Bring together contract dates, account ownership and permitted customer evidence. Use observed signals to prepare questions and follow-up, without treating a score as a customer decision.
For this task, check
Retention calculations need consistent recurring-revenue and cohort inclusion definitions.
Before you begin
- Uploaded exports or permitted Data covering the listed inputs
Work with permitted files or queryable data. Verify the result against the original records.
Synthetic illustrative example
See the method in practice.
Synthetic input. Illustrative output checked locally; this is not a live Proforma run or customer result. All three accounts belong to the January cohort. One closing snapshot is absent and is not treated as churn.
These invented records explain the method. They are not a recorded Proforma run.
| Account | Opening MRR | Closing MRR | Coverage |
|---|---|---|---|
| A-1 | $100 | $120 | Observed |
| A-2 | $100 | $80 | Observed |
| A-3 | $100 | Missing | Unknown |
| Measure | Covered calculation | Result |
|---|---|---|
| Gross retention | (100 + 80) / 200 | 90.0% |
| Net retention | (120 + 80) / 200 | 100.0% |
| Opening-revenue coverage | 200 / 300 | 66.7% |
Method
On accounts with both snapshots, gross retention caps each closing value at its opening value; net retention includes expansion. Both use covered opening revenue. Coverage compares that denominator with the full cohort opening revenue; new customers are excluded.
What the result tells you
90% gross and 100% net describe the covered subset only. A-3 could materially change full-cohort retention; the missing snapshot must be resolved before reporting a complete cohort result.
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Make it your investigation.
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