Retained Revenue Cohort Report

Overview

The Retained Revenue Cohort report is available for Chargebee Billing and Recharge merchants who have Retained Revenue Impact reporting enabled. It helps you understand how deflection sessions contribute to downstream revenue over time, giving you visibility into the revenue impact of your deflection funnel.

The report groups deflections into cohorts based on the session start date and tracks how those cohorts generate repurchase revenue in subsequent time periods. You can view the data at different intervals, including weekly, monthly, quarterly, and yearly.

Each report consists of three main sections:

• Cohort Summary Metrics
• Cohort Table Metrics
• Cohort Total Metrics

Cohort Summary Metrics

The first section of the report, Cohort Summary Metrics, provides a high-level view of how each cohort is performing. It includes the following metrics:

• Deflects, which represent the number of deflection sessions that started during the selected period.
• First Time Repurchase Revenue, which is the total revenue generated from the first repurchase after a deflection.
• First Time Repurchase Rate, which indicates the percentage of deflected users who completed at least one repurchase.

These metrics help you quickly assess the effectiveness of your deflection funnel. For newer cohorts, the First Time Repurchase Rate typically starts low and increases over time as more users return to make a purchase. Comparing First Time Repurchase Revenue with total cohort revenue can also help you understand how much value comes from initial versus repeat purchases.

Cohort Table Metrics

The Cohort Table Metrics section displays the repurchase revenue generated by each cohort over time. Each row represents a cohort grouped by the deflection date, while each column represents a subsequent time period after the deflection. For example, in a monthly view, Month 0 corresponds to the month of deflection, Month 1 to the following month, and so on.

The values in the table represent the total repurchase revenue generated in each period. The cells are visually shaded to indicate performance, with darker shades representing higher revenue and lighter shades representing lower revenue.

This view allows you to track how revenue develops after the initial deflection and identify patterns in customer repurchase behavior. It is particularly useful for understanding when customers are most likely to return and how different cohorts compare over time.

Cohort Total Metrics

The Cohort Total Metrics section provides aggregated views of revenue across cohorts and time periods.

• The totals on the right side of the table represent the cumulative revenue generated by each cohort. These values increase over time as more repurchases occur and typically stabilize once the cohort has fully churned.
• The totals along the bottom of the table represent the sum of revenue across all cohorts for each time period. For example, Month 0 shows the total revenue generated in the same period as the deflection, while Month 1 shows the total revenue generated in the first period after deflection.

In most cases, revenue is not the highest in Month 0, as customers generally take time to make a repurchase. Many cohorts see higher retained revenue in the periods immediately following the deflection, often between Month 1 and Month 3, although this can vary depending on the subscription billing frequency.

Percentage of Deflects Still Paying

The % of Deflects Still Paying metric shows the proportion of deflected users who remain active over time. At the end of each period, the system captures a snapshot of subscription status and calculates the percentage of users who have not canceled relative to the total number of deflects. This value is then averaged across cohorts to provide a representative percentage for each time period.

This metric helps you understand how many users remain active after the initial deflection and indicates the potential for future retained revenue from each cohort.