Logo retention cohorts

Understanding when merchants uninstall your app tells you more than just counting cancellations. Logo Retention Cohorts show you exactly how well you maintain your installed base over time, helping you spot both overall product stickiness and potential problems that need attention.

What makes this report different

Most app metrics focus on trials and payments, but Logo Retention Cohorts gives you the complete picture of merchant connections to your app. It tracks every installation - paid or not - because even merchants who haven’t converted represent potential future value. Every installed app is closer to becoming a paying customer than one that’s been removed.

Report components

The main visualization

The main chart tells your install retention story by monthly cohorts:

• Each row represents a month’s worth of new installs, showing their complete retention journey
• The “Installs” column tells you how many merchants added your app that month
• Month-by-month percentages show exactly how many kept your app installed
• A natural “stair step” pattern emerges as newer cohorts have less history to display

Two ways to view your data

Toggle between two powerful perspectives:

Relative view Shows percentages of original installs retained, making it easy to compare cohort performance regardless of size. This view helps you spot patterns in merchant behavior and identify which groups of installs tend to stick around longer.

Absolute view Displays actual install counts, helping you understand the real scale of retention changes. When cohort sizes vary significantly (like during seasonal peaks), this view gives you the complete picture of your merchant base.

Understanding your numbers

How cohorts work

Each cohort begins when merchants install your app. This focus on pure installs, regardless of trial or subscription status, gives you a clearer signal about your app’s baseline appeal and merchant fit.

A few things to keep in mind:

Month 0 percentages below 100% show immediate uninstalls - merchants who removed your app in the same month they added it. This often signals mismatched expectations or initial friction points that need attention.

Frozen shops (those who haven’t paid their Shopify bills) temporarily drop out of their cohorts until they return to active status. This helps you maintain accurate retention tracking even when shops face temporary payment issues.

Reading the patterns

Your retention data tells multiple stories:

Early drop-offs often signal product-market fit challenges or onboarding issues. If you’re seeing steep declines in the first few months, it might be time to review your merchant acquisition strategy or initial user experience.

Stabilization points show you where retention levels out. This helps you identify your core merchant base and set realistic expectations for long-term connections.

Seasonal variations become clear when you compare cohorts from different times of year. Understanding these patterns helps you plan resources and strategies around natural business cycles.

Making the most of this report

Smart analysis

Get more value from your cohort data:

Filter for insights Use segment filters to identify your most stable merchant types. This granular view helps you focus your retention efforts where they’ll have the biggest impact.

Track changes over time The 12-month view shows you complete retention curves, helping you identify both quick wins and long-term opportunities for improvement.

Compare cohort sizes Watch how retention patterns change between smaller and larger cohorts. Sometimes what works for one acquisition channel doesn’t scale well to others.

Pro tips

Level up your retention analysis:

• Watch for patterns in early-month retention - this often signals how well you’re setting expectations during the installation process.
• Compare cohorts before and after major product changes to measure the impact on merchant retention.
• Look for your “stabilization point” - the month where retention typically levels out. This helps you set realistic expectations and plan interventions before merchants reach common uninstall points.

Remember: Understanding install retention patterns helps you focus your efforts where they matter most - whether that’s improving initial merchant fit, adjusting your target market, or enhancing features that keep merchants connected long-term. Need help making sense of your cohort patterns? Our team is here to help you turn these insights into action.

Frequently Asked Questions

Understanding Logo Retention

Calculations and Data

Using the Interface