Retention Curve

A retention curve plots how many users from a cohort remain active as days, weeks, or months pass. The shape of the curve reveals whether a product has lasting value or merely generates initial curiosity that fades.

The ideal retention curve flattens into an asymptote rather than trending toward zero. A flattening curve means a subset of users finds lasting value. If the curve never flattens, the product has a leaky bucket problem that no amount of acquisition spending can fix.

GenGrowth tracks retention curves automatically across content campaigns, helping teams see which acquisition channels deliver users who stick around versus those who churn quickly. Segmenting retention by source, feature usage, or onboarding completion reveals actionable patterns for improving long-term engagement.