Company retention

Which companies, and for how long, stick to your product

Updated over a week ago

Retention impacts every business metric that you care about.

Here you can find a complete Playbook about user retention: a must-read!

How to define Company Retention

Company retention is the percentage of Active Companies at any time after X days from signing up or installing your app.

Ideal frequency

To run a useful retention analysis you need to ask yourself:

What's the ideal frequency at which companies should use my product?

You need to figure out what makes the most sense for your business.

Usual answers are: daily, weekly, monthly or yearly.

Once you figure this out you should pick the frequency to read your analysis in an efficient way.

To calculate your company retention you only need two more conditions:

  • an entry condition (usually sign up, app download etc)

  • a returning condition (usually a core action users can perform in your product)

Then it's all about computing the % of companies who satisfy the returning condition after having started using the product.

What is a group

A Group is a way to associate individual users. Group can be company, organization, account, project, team or whatever other crazy names you came up with for the same concept.

In B2B SaaS, groups are frequently used to group users into account.

How groups work

Groups work out of the box when set up in Segment. For more information, you can visit Segment official documentation.

Why Company Retention

Retention is the measure of how many users (and companies) return to your product over time. Arguably it's the most important metric for a SaaS product because it is the way to know that you are delivering value to your customers.

When your business retains its users (and companies), your revenue compounds. That's why understanding and prioritizing retention is key for long-term success.

How to use the Company Retention template

To discover how many companies come back for a single specific feature you have to:

  • pick an event corresponding to the entry condition ( first event advised)

  • pick the events that map the core actions users can do in your product (pick Any Event if you are not sure what to choose)

  • select the time-frequency

Go to the report to see your company retention!

Make your colleagues aware of how your product is performing by sending the graph in your Slack channel.

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