Buffer MAU retention

	C	D	E	F	G	H	I	J	K	L	M	N	O
1
2
3	Snapshot
4	avg monthly cohort
5
6
7	Metric		Definition		Constant		Move		Max
8	Total new users		Account created		68,475		80,000		80,000
9	New users from web		CTA is undefined		34,284		40,000		40,000
10	New users from mobile		CTA is everything else		34,191		40,000		40,000
11
12					Rate	# of users	Rate	# of users	Rate	# of users
13	Overall activation rate		Account created -> Post created within first 28 days		40.14%	27,486	50%	40,000	55%	44,000
14	Activation rate for web		Same as above w/ CTA is set		37.84%	12,973	55%	22,000	60%	24,000
15	Activation rate for mobile		Same as above w/ CTA is not set		20.65%	7,060	35%	14,000	40%	16,000
16
17	Paid conversion		Account created -> Subscription started w/in first 28 days		4.27%	2,924	4.27%	3,416	4.27%	3,416
18	Web CR		CTA is set		4.27%	1,464	4.27%	1,708	4.27%	1,708
19	Mobile CR		CTA is not set		0.20%	68	0.20%	80	0.20%	80
20
21	Activation rate
22	Free users		currentPublishPlan = free		35.96%	23,572
23	Paying customers		currentPublishPlan does not equal free		23%	672
24
25	Retention		Active after six months
26	Overall		Account created -> Post created		10%	6,848	21%	16,800	30%	24,000
27	Free users		currentPublishPlan = free		15%	9,833	20%	15,317	25%	19,146
28	Paying customers		currentPublishPlan does not equal free		7%	205	10%	342	15%	512
29
30
31
32	Constant
33		Jan	Feb	March	Apr	May	June	July	Aug	Sept	Oct	Nov	Dec
34	MAUs (total)	100,954	100,404	104,026	100,401	100,044	100,468	99,584	100,117	114,627	132,343	148,649	148,649
35	Starting	75000	61000	54000	41000	32000	24000	14000	3000	0	0	0	0
36	Net new free MAUs	25,954	25,954	25,954	25,954	25,954	25,954	25,954	25,954	25,954	25,954	25,954	25,954
37	New users	68,475	68,475	68,475	68,475	68,475	68,475	68,475	68,475	68,475	68,475	68,475	68,475
38	web	34,284	34,284	34,284	34,284	34,284	34,284	34,284	34,284	34,284	34,284	34,284	34,284
39	mobile	34,191	34,191	34,191	34,191	34,191	34,191	34,191	34,191	34,191	34,191	34,191	34,191
40	Activated users	27,486	27,486	27,486	27,486	27,486	27,486	27,486	27,486	27,486	27,486	27,486	27,486
41	Activated on web	12,973	12,973	12,973	12,973	12,973	12,973	12,973	12,973	12,973	12,973	12,973	12,973
42	Activated on mobile	7,060	7,060	7,060	7,060	7,060	7,060	7,060	7,060	7,060	7,060	7,060	7,060
43	Paid conversion	1,532	1,532	1,532	1,532	1,532	1,532	1,532	1,532	1,532	1,532	1,532	1,532
44	on web	1,464	1,464	1,464	1,464	1,464	1,464	1,464	1,464	1,464	1,464	1,464	1,464
45	on mobile	68	68	68	68	68	68	68	68	68	68	68	68
46	Retention by mo
47	21.88%		13,450	13,450	13,450	13,450	13,450	13,450	13,450	13,450	13,450	13,450	13,450
48	17.75%			10,622	10,622	10,622	10,622	10,622	10,622	10,622	10,622	10,622	10,622
49	15.93%				9,376	9,376	9,376	9,376	9,376	9,376	9,376	9,376	9,376
50	14.86%					8,643	8,643	8,643	8,643	8,643	8,643	8,643	8,643
51	14.54%						8,424	8,424	8,424	8,424	8,424	8,424	8,424
52	15.55%							9,116	9,116	9,116	9,116	9,116	9,116
53	19.08%								11,533	11,533	11,533	11,533	11,533
54	27.81%									17,511	17,511	17,511	17,511
55	28.11%										17,716	17,716	17,716
56	26.05%											16,305	16,305
57
58
59
60	Move
61		Jan	Feb	March	Apr	May	June	July	Aug	Sept	Oct	Nov	Dec
62	MAUs (total)	113,212	114,928	123,268	125,232	130,820	137,032	141,244	144,456	155,668	169,880	184,092	184,092
63	Starting	75000	61000	54000	41000	32000	24000	14000	3000	0	0	0	0
64	Net new free MAUs	38,212	38,212	38,212	38,212	38,212	38,212	38,212	38,212	38,212	38,212	38,212	38,212
65	New users	80,000	80,000	80,000	80,000	80,000	80,000	80,000	80,000	80,000	80,000	80,000	80,000
66	web	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000
67	mobile	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000
68	Activated users	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000
69	Activated on web	22,000	22,000	22,000	22,000	22,000	22,000	22,000	22,000	22,000	22,000	22,000	22,000
70	Activated on mobile	14,000	14,000	14,000	14,000	14,000	14,000	14,000	14,000	14,000	14,000	14,000	14,000
71	Paid conversion	1,788	1,788	1,788	1,788	1,788	1,788	1,788	1,788	1,788	1,788	1,788	1,788
72	on web	1,708	1,708	1,708	1,708	1,708	1,708	1,708	1,708	1,708	1,708	1,708	1,708
73	on mobile	80	80	80	80	80	80	80	80	80	80	80	80
74	Retention by mo
75	21.88%		15,716	15,716	15,716	15,716	15,716	15,716	15,716	15,716	15,716	15,716	15,716
76	21.41%			15,340	15,340	15,340	15,340	15,340	15,340	15,340	15,340	15,340	15,340
77	20.94%				14,964	14,964	14,964	14,964	14,964	14,964	14,964	14,964	14,964
78	20.47%					14,588	14,588	14,588	14,588	14,588	14,588	14,588	14,588
79	20.00%						14,212	14,212	14,212	14,212	14,212	14,212	14,212
80	20.00%							14,212	14,212	14,212	14,212	14,212	14,212
81	20.00%								14,212	14,212	14,212	14,212	14,212
82	20.00%									14,212	14,212	14,212	14,212
83	20.00%										14,212	14,212	14,212
84	20.00%											14,212	14,212
85
86
87
88
89
90
91	Max
92		Jan	Feb	March	Apr	May	June	July	Aug	Sept	Oct	Nov	Dec
93	MAUs (total)	115,996	116,496	124,620	127,368	134,741	143,737	150,733	156,729	170,725	187,721	204,717	204,717
94	Starting	75000	61000	54000	41000	32000	24000	14000	3000	0	0	0	0
95	Net new free MAUs	40,996	40,996	40,996	40,996	40,996	40,996	40,996	40,996	40,996	40,996	40,996	40,996
96	New users	80,000	80,000	80,000	80,000	80,000	80,000	80,000	80,000	80,000	80,000	80,000	80,000
97	web	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000
98	mobile	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000	40,000
99	Activated users	44,000	44,000	44,000	44,000	44,000	44,000	44,000	44,000	44,000	44,000	44,000	44,000
100	Activated on web	24,000	24,000	24,000	24,000	24,000	24,000	24,000	24,000	24,000	24,000	24,000	24,000