Retention Curve
01 Definition
Retention Curve meaning: A chart showing what share of users or customers stay active over time.
A retention curve plots the percentage of a starting group that remains active across days, weeks, or months. A healthy curve flattens into a stable plateau, showing a core of lasting users. A curve that keeps falling toward zero signals a product people abandon.
Why it matters
How Retention Curve fits the work
The shape reveals whether a product has lasting value; a flattening curve suggests real retention, which usually matters more for growth than a big burst of new signups.
In context
The retention curve showed 40% of new users still active after week one, settling to a steady 22% plateau by week eight.
Practical note
Define active clearly before reading the curve, since a loose definition can flatter retention; also compare cohorts, because one blended curve can hide very different groups.