Long-term engagement: cohort analysis, churn prediction, and lifetime value.
By the time a SaaS user cancels, you’ve already lost. The cancellation is the announcement, not the decision — that decision was made weeks earlier, after a series of behavioral signals that almost nobody bothered to track. The good news…
Every product team I’ve worked with eventually starts looking at retention curves. And almost every team gets the same three things wrong on their first attempt: they pick the wrong cohort window, they confuse rolling retention with classic retention, and…
I’ve seen cohort grids used to justify bad investment decisions at least three times. Each time, the problem wasn’t the data — the grid was correct. The problem was misreading it: comparing incomplete cohorts, averaging paid and free users into…
B2B products don’t convert in a single session. A buyer researches for weeks, loops in stakeholders, requests a demo, negotiates a contract, and finally signs — often months after the first touch. Standard e-commerce tracking can’t capture this. You need…
A complete reference for SaaS product analytics. All lifecycle events — from signup to churn — with parameters, data types, and data layer examples you can copy-paste into your tracking plan. Most SaaS teams track too little or too much.…