Understand the customers behind your growth
Cohorts, retention and customer economics — all in one place.
Upload customer & financial data
Excel or CSV. Customer MRR is required. Monthly financials are optional. Files stay in this browser.
Customer ID, Customer Name, monthly MRR columns—or Customer ID, Customer Name, Month, MRR.
Month, Revenue, COGS, Sales Expense, Marketing Expense.
Use one currency and at least 24 consecutive months of customer data. Include zeroes for inactive months. Customers already active when an incomplete history begins are excluded from acquisition cohorts.
Review the customer changes behind each cohort before deciding whether to adjust acquisition or onboarding.
Cohort performance trends
Selected cohort vs. previous cohort · NRR
How the economics work
Monthly gross margin = (Revenue − COGS) ÷ Revenue. Estimated cohort gross profit = cohort MRR × that month’s company gross margin. MRR is a run rate, so this is estimated gross profit, not recognized revenue or realized lifetime value.
The selected spending month’s full Sales + Marketing expense is allocated to that acquisition cohort. This is a blended company-wide assumption, not causal attribution. Spend associated with a month with no new cohort stays unallocated. Customers with unknown acquisition history are excluded.
CAC/customer = allocated spend ÷ original customer count. Cumulative gross profit/customer keeps the original count even after churn. Payback balance = cumulative estimated cohort gross profit − allocated spend. Cost recovered = cumulative estimated gross profit ÷ allocated spend. Payback is the first observed month-end at which cumulative gross profit covers positive acquisition spend. M0 is the first observed month, so crossing at M6 means seven observed months. Future months stay blank. Zero spend has no meaningful payback ratio.
The headline CAC payback estimate divides total allocated spend for the last three monthly acquisition cohorts by their combined first-month estimated gross profit. It assumes that initial monthly gross profit continues unchanged. The cohort table instead tracks actual observed months of estimated gross profit.