## Metadata - Author: [[cj-gustafson|Cj Gustafson]] - Full Title:: Is Your Retention "Too Good”? - Category:: #🗞️Articles - Document Tags:: [[metrics|Metrics]], [[retention|Retention]], - URL:: https://www.mostlymetrics.com/p/is-your-retention-too-good - Read date:: [[2025-01-23]] ## Highlights > A higher churn rate in the first few months often reflects that you’re experimenting with broader audiences, and increasing your chances of capturing long-term growth. ([View Highlight](https://read.readwise.io/read/01jhr5aj6r837kj6wm3qyh5340)) > It’s normal for churn to be highest in the first 30–90 days. But if customers are leaving after 10–12 months, you’ve got a bigger issue. ([View Highlight](https://read.readwise.io/read/01jhr5d66pw9jcsn40e5nya2n5)) > “**the cohort floor**”. It's when it kind of **plateaus** out and basically nobody's canceling. And if you look at different monthly cohorts, it's really valuable if you're **elevating the cohort floor**. ([View Highlight](https://read.readwise.io/read/01jhr5ct3g5cb8mddx6w3mhjkt))