Can you explain why these two Cohorts have different percentages between months?

Older cohorts will impact the retention rate. If the numbers are increasing slowly then this may mean that it may be taking customers a long time to come back and make another purchase. You might find that customers clustered around Black Friday or the Holidays come back and repurchase at a faster or slower rate than others Cohorts.

To tell more of the story of customers repeat purchasing behavior you look at:

1. use the Repurchase Rate metric to see how soon customers are coming back a second time.

• On average, ~XX% of your customers come back by month XX to make a second purchase

2. use the Customer Returning Rate to see the non-cumulative percentage of customers come back each month:

• On average, XX% come back by month XX to make a second purchase

3. use the Repeat Orders Rate per Cohort to see if a few customers would explain a large amount of repurchase rate:

• On average, XX% orders are coming from your Repurchase Rate