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Best Practices

  • Sequence Logic in Funnels: Ensure sequential dependencies match customer lifecycle flow. Step 1 should represent your initial source group (100%), while subsequent steps filter progressive actions.

  • Identify Drop-off Windows in Repeats: Look for sharp drops in the Customer Repeats matrix (e.g., from M0 to M1). Use the Not visited option to re-engage customers before churn becomes permanent.

  • Standardize Segment Naming: When creating segments from cohort flows or retention matrices, include the cohort month and period in the name (e.g., Repeats_Jan2026_M1_Visited or Repeats_Jan2026_M1_NotVisited).

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