Stop Averaging Away the Lifecycle

The reframe: lifecycle retention is a decision discipline, not a chart style. Start with the decision A cohort table answers a question about what happens after a shared starting condition. The useful version names the decision before the SQL: what will we keep, stop, change, investigate, or fund if the pattern is real? Protect the clock and denominator The row should represent a stable entry event such as signup, first purchase, first value, renewal window, or feature exposure. The columns should represent comparable cohort age. If the denominator changes without a label, the apparent trend may be a math artifact.…

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