PART 03 — RETENTION Field Findings
FIG. 03.4 / WEEKLY COHORT DECAY
// observed, not assumed

Subscribers don't churn. They quietly fade.

Active share by cohort week % of signup cohort · n=4,812
100 75 50 25 0 W0 W1 W2 W3 W4 W5 W6 W8 W4: 47% active only 4% cancelled
Still active (logged in) Explicitly cancelled
Gap at week 8
68%
FADE > CHURN
At week 8, 71% of the cohort never cancelled — yet only 19% still log in. The exit is silent, not a decision.
Cancelled by W829%
Inactive, still paying52%
Recoverable windowW2–W4
Source: Internal product analytics, weekly cohorts Q3–Q4 2024 (n=4,812) Cadence· 14 / 32
This is the Primer (2004) design system, applied by Curio Design — a design-style library for AI agents. Full Primer (2004) guide → designbycurio.com/learn/primer-2004-garage