Knowledge Base

Name: Prodwave
Availability: InStock
Author: Prodwave

Customer Base & Retention

Customer base metrics — how users come, activate, retain, and churn.

Activation Rate

\text{New Active} = \text{New Customers} \times \frac{\text{Activation Rate}}{100}

The share of new customers who become active users of the product. Reflects the quality of onboarding and initial experience.

How we calculate in Prodwave: newActive = newCards × (activationRate / 100). The parameter is set on the General tab.

Affects: Number of active customers, all per_active_unit revenue, ARPU, LTV

Churn Rate

\text{Churned Customers} = \text{Active Customers} \times \frac{\text{Churn Rate}}{100}

The share of active customers who stop using the product per month. One of the most important metrics for SaaS and subscription models.

How we calculate in Prodwave: churnedCards = activeCards × (churnRate / 100). With cohorts enabled — churn is calculated using the retention curve for each cohort separately.

Affects: Active base, LTV, ARPU, all revenue per active customer

Retention Curve

The retention curve shows what share of a cohort remains active after 1, 2, 3, ... 12 months from acquisition. A more accurate churn model compared to a fixed churn rate.

How we calculate in Prodwave: An array of 12 values (retention % by month). Active customers in each cohort = cohort size × retention[month]. Total active = sum across all cohorts.

Affects: Active base dynamics, LTV forecast accuracy, revenue curve shape

Cohort Analysis

An analysis method where users are grouped by acquisition month (cohort) and tracked separately. Allows seeing the real retention dynamics.

How we calculate in Prodwave: Enabled in model parameters (useCohortRetention). Each month a new cohort is created, retention is calculated using the retention curve.

Active Users

\text{Active Customers} = \text{Active Customers (prev)} - \text{Churned Customers} + \text{New Active}

The number of users actively using the product in a given month. Key metric for calculating revenue, expenses, and unit economics.

How we calculate in Prodwave: Simple mode: activeCards = activeCards(prev) - churned + newActive. Cohort mode: sum across all live cohorts.

New Users

\text{New Customers} = \text{Channel Sales} + \text{Referral Sales}

The number of customers acquired in a month from all channels (including the referral program).

How we calculate in Prodwave: newCardsThisMonth = salesFromChannels (sum across all subchannels) + salesFromReferral.

Total Users

\text{Total Customers} = \text{Total Customers (prev)} + \text{New Customers}

Cumulative count of all ever-registered users (including churned).

How we calculate in Prodwave: totalCards = totalCards(prev) + newCardsThisMonth. Cumulative total.