The Retention tab

A cohort is everyone who became a customer in the same month, followed forward. Fastholdelse groups your customers that way and shows how much of each cohort is still with you as time passes.

Why it beats a churn percentage. A single churn number mixes customers who joined last week with customers who joined three years ago, and those behave nothing alike. Cohorts separate them, which is the only way to answer the question that matters: *are the customers we are winning now better than the ones we won last year?* If each newer row holds up longer than the one above it, something you changed is working.

⟦Netto- og logo-fastholdelse⟧ shows two lines, and the gap between them is the interesting part:

• ⟦Logo-fastholdelse⟧ counts *customers*. Ten customers, nine left after a year — 90%.
• Net retention counts *revenue* from those customers, so a customer who upgraded can more than replace one who left. This is why net retention can sit above 100% while logo retention falls.

Both above target means you are keeping people and growing them. Logo retention falling while net retention holds means you are losing small customers and growing large ones — often fine, sometimes the early shape of a business quietly abandoning its entry tier.

⟦Brutto churn⟧ — Frafall — is the same thing from the other end, without expansion netted off. Use it when you want to know how many actually left, not how the money worked out.

Reading it honestly. The first month or two of a young cohort tells you very little; there has not been enough time for anyone to leave. Look at the rows with a year behind them before drawing conclusions, and ignore the bottom edge of the chart.

⟦Ingen kohortdata for denne perioden ennå.⟧ means the period does not yet contain enough history. Cohort analysis needs a year or more of data to say anything useful, which is genuinely a limitation and not a setting you can change.