SaaS Cohort Analysis: How to Find Your Worst Churn Segments

Why Your Average Churn Rate Is Lying to You

Your SaaS company has a 5% monthly churn rate. That sounds manageable. But here's what your dashboard isn't telling you: customers who signed up in January have a 12% monthly churn rate, while those who signed up in June only churn at 2%.

That's the problem with averages. They hide the real story.

When you look at your overall churn rate, you're mixing together completely different groups of customers. Some signed up years ago. Others signed up last week. Some are on your basic plan. Others are enterprise customers. Some came from product hunt. Others came from your sales team.

Each of these groups - these cohorts - behaves differently. And if you only look at your overall churn number, you'll miss the cohorts that are hemorrhaging customers.

This is where SaaS cohort analysis comes in. By breaking down your customers into meaningful groups, you can identify which segments have the worst churn problems and fix them.

What Is Cohort Analysis and Why It Matters for Churn

The Basics of Cohort Retention

A cohort is simply a group of customers who share something in common. Usually, it's the month or year they signed up - called a "cohort group." But it could also be their plan tier, industry, geographic location, or how they heard about you.

Cohort retention analysis shows how many customers from each cohort stay active over time. A SaaS cohort retention table typically looks like this:

• Cohort (signup month): January 2024
• Month 0: 500 customers (100%)
• Month 1: 475 customers (95%)
• Month 2: 451 customers (90%)
• Month 3: 428 customers (86%)
• Month 6: 370 customers (74%)
• Month 12: 280 customers (56%)

This shows you that January cohort has lost 44% of its customers by month 12. That's your churn story for that specific group.

The magic happens when you compare multiple cohorts. If your January cohort has 56% retention at 12 months but your June cohort has 78% retention at the same point, you've found a problem. Something changed between January and June that made your product stickier - or something about January customers was fundamentally different.

Why Cohort Analysis Beats Simple Churn Rates

Simple churn rate tells you how many customers left this month. It's useful for the board. But it's useless for fixing churn.

Cohort churn segments tell you which groups of customers are actually at risk. You can see that customers from paid ads have a 20% churn rate while organic customers have a 3% churn rate. Suddenly, you know where to focus.

This is why cohort analysis is non-negotiable for serious SaaS teams. It transforms churn from a blurry metric into something actionable.

How to Identify Your Worst Churn Segments

Step 1: Choose Your Cohort Dimension

First, decide how you want to slice your customer base. Here are the most common dimensions:

• Signup cohort: Group by the month or quarter customers signed up. This is the most common and usually the best starting point.
• Plan tier: Group by pricing plan (basic, pro, enterprise). Different plans often have different churn rates.
• Acquisition channel: Group by how customers found you (organic, paid ads, partner, sales). Quality varies by source.
• Company size: Group by the number of employees or annual revenue. Larger companies often churn less.
• Industry: Group by the customer's industry or vertical. Some verticals might be stickier than others.
• Feature adoption: Group by which features they used in week 1. Power users churn less.

Start with signup cohorts. That's the most straightforward and usually reveals the biggest patterns.

Step 2: Build Your Retention Table

Create a table showing what percentage of each cohort is still active after 1, 3, 6, and 12 months.

Here's a real example. Company X tracked their signup cohorts:

Cohort	Month 1	Month 3	Month 6	Month 12
Jan 2024	92%	80%	68%	52%
Feb 2024	89%	76%	61%	45%
Mar 2024	94%	85%	72%	58%
Apr 2024	96%	88%	76%	64%
May 2024	97%	91%	81%	72%
Jun 2024	98%	93%	84%	77%

You can see a clear trend: as months go on, their cohorts get stickier. January and February cohorts are bad. June cohort is much better.

Step 3: Look for Red Flags

When building your retention table, watch for these patterns:

• Cliff drops in month 1: If you lose 15% of customers in the first month, your onboarding is broken. Fix this first.
• Diverging cohorts: If older cohorts are stickier than newer ones (like the example above), something in your product or marketing changed. Sometimes it's good. Sometimes it's bad.
• Flat retention curves: If all cohorts look the same regardless of signup date, you have a stable product - but you still have a churn problem to solve.
• Sudden drops: If month 6 retention suddenly tanks compared to month 5, something happened. Maybe a feature broke. Maybe you changed pricing. Investigate.

Step 4: Dig Into the Worst Performers

Once you've identified a bad cohort segment, analyze the actual customers in it.

Let's say your February 2024 cohort has 45% 12-month retention while your May 2024 cohort has 72% retention. That's a 27 percentage point gap. Pull the list of customers who signed up in February. Talk to them.

Ask questions like:

• Why did you churn? (For those who left)
• What almost made you churn? (For those who stayed)
• What was your biggest frustration in the first 30 days?
• Did you ever figure out how to [key feature]?

You're looking for patterns. Maybe February customers all complained about onboarding. Maybe they all said they didn't understand the pricing. Maybe their company sizes were different. Whatever the pattern is, that's your actionable insight.

Real-World Examples of Cohort Churn Analysis

Example 1: The Acquisition Channel Trap

Company Y ran a cheap paid ads campaign in Q1. They got 1,000 signups at $5 CAC. Their board was happy. But when they looked at cohort analysis by acquisition channel, they discovered those paid ads customers had a 35% 6-month churn rate while their organic customers had only 8% churn.

The $5 CAC looked good until they realized they were acquiring customers worth way less than their organic customers. They'd been optimizing for the wrong metric.

By analyzing churn cohort segments by channel, they fixed their acquisition strategy.

Example 2: The Onboarding Breakthrough

Company Z noticed that their September 2024 cohort had 88% month-1 retention while their August 2024 cohort had 78% month-1 retention.

They checked their records. In September, they'd launched a new guided onboarding flow. Those 10 percentage points - 10% better retention in month 1 - translated to thousands of dollars in saved MRR over time.

Without cohort analysis, they would have missed this win.

Example 3: The Plan Tier Surprise

Company W discovered that their "pro" plan customers had 65% 6-month retention, but their "starter" plan customers had only 45% retention. Both were losing customers, but the starter plan was bleeding out.

They reviewed the starter plan onboarding and pricing. Turns out, starter plan customers were signing up for the free trial, paying for month 1, then realizing they needed the pro plan features. Instead of upgrading, they churned because the feature gap felt too big.

They restructured their pricing to make the upgrade path clearer. Starter plan retention improved.

Tools and Tactics for Running Cohort Analysis

Manual vs. Automated Analysis

You can build a cohort analysis table in a spreadsheet. Pull your customer signup data, segment it by month, then count how many are still active each subsequent month. It takes 30 minutes and gives you the basics.

But if you have thousands of customers and multiple cohort dimensions, spreadsheets get messy fast. You'll spend more time updating formulas than analyzing the actual data.

That's why many SaaS teams use analytics tools or databases to automate this. You can use Mixpanel, Amplitude, or Segment to build retention tables in minutes. Or you can query your database directly if you have SQL skills.

The key is consistency. You need updated cohort data every month so you can spot trends early.

Questions to Ask Your Data

Once you have your cohort retention table, ask these questions:

• Which cohort has the worst 12-month retention? Why?
• Which cohort improved the most month-over-month? What changed?
• Do newer cohorts churn faster or slower than older cohorts?
• Is there a cohort that defies the trend?
• When did churn stabilize? (Most SaaS products see higher churn in months 1-3, then it stabilizes.)

These questions turn raw data into strategy.

From Insight to Action: Reducing Churn in Your Worst Segments

Prioritize the Biggest Opportunities

You now know which customer segments churn the most. Resist the urge to fix all of them at once.

Instead, calculate the revenue impact of each bad cohort. If a cohort has 100 customers and you could improve their 6-month retention from 60% to 70%, that's 10 more customers staying. Multiply by their average MRR. That's your potential upside.

Focus on the cohorts where the math is biggest.

Test and Measure

When you make a change to reduce churn in a segment, you need to measure it against future cohorts.

If you improve your onboarding email sequence, compare the month-1 retention of the new onboarding cohort against the old cohort. Same principle applies if you change pricing, add a feature, or overhaul your customer success process.

Cohort analysis gives you a clear before-and-after comparison.

Monitor Over Time

Build this into your monthly routine. Pull your latest cohort retention data. Compare it to last month's data. Ask: did we improve? Did we get worse? What changed?

This is how you stay ahead of churn instead of reacting to it.

Why You Can't Ignore Cohort Analysis

Your overall churn rate is an output. Cohort analysis is the input that explains why your output looks the way it does.

Without it, you're flying blind. With it, you can target your fixes to the customers who need the most help and see the impact quickly.

The best SaaS teams treat cohort retention analysis as a core operating metric. They review it monthly. They use it to prioritize product work. They use it to test new onboarding flows. They use it to make acquisition decisions.

Once you start analyzing your churn cohort segments, you'll wonder how you ever made decisions without this data.

If you're doing this analysis manually with spreadsheets, you know how time-consuming it can be. Many teams find that automating cohort analysis and churn tracking lets them focus on the insights instead of the data plumbing. Either way, the important thing is that you're actually doing the analysis and acting on what you find.