In Fincome, cohort analysis lets you track the evolution of a group of customers acquired over the same period, in order to assess their retention, expansion, or attrition over time. In other words, you can group your customers by acquisition date (for example, by month or by quarter) and observe how their indicators evolve after X months of using the product. This approach helps identify loyalty and growth trends across each generation of customers.

In Fincome, a cohort therefore corresponds to a group of customers acquired during the same period (month, quarter, or year). It is automatically determined from the subscription start date.

The Cohort analysis page

Overview of the cohorts tab

The Cohorts tab thus presents a dedicated view to analyze the evolution of MRR along with the retention and churn rates over time, for each generation of customers.

Accessible from your Fincome interface > Analytics > Cohort analysis, it lets you choose the level of granularity of the cohorts: monthly, quarterly, or annual. Each cohort thus groups the customers who started using your service during the selected period. Fincome automatically generates a cohort dashboard where each row corresponds to a cohort and each column to the age (for example M+1, M+2, M+3… for a monthly cohort). This gives you an overview of how the new MRR acquired in a period evolves over time.

Track the evolution of MRR, NRR, churn, and expansion

In Fincome's "Cohort analysis" tab, you can analyze the evolution of your customers' key indicators over time, according to the chosen cohort period (monthly, quarterly, or annual).

For each cohort, Fincome displays:

• Gross retention (without upsell): it measures only the share of MRR kept from one period to the next. It can therefore never exceed 100%.
• Net retention (with upsell): it includes expansions and can exceed 100% if customers generate more MRR than their initial level.
• All types of churn (churn rate in value with and without contraction, logo churn, churn rate in value calculated at the subscription level).

By tracking these metrics month after month, you can identify whether variations are due to upsells (net retention > gross) or to downsells or churn (net retention < gross and Churn rate view).

To go further, you can click on the amounts displayed in the monthly cohort tables: Fincome then shows you the detail of the customers concerned as well as the associated MRR movements. It then becomes easy to spot when an upsell or churn spike occurred, and to understand which customers it happened on.

Finally, you can deepen the analysis by navigating to the MRR Movements tab, applying the native cohort filters there (monthly, quarterly cohort…) to precisely visualize the upsells, contractions, or churns coming from a given cohort. This lets you cross retention and churn indicators to better understand the dynamics at work in each generation of customers.

Filters and breakdowns by cohort

Cohorts in Fincome are automatically calculated from your customers' subscription start date, which then lets you use them in all the analytical views of the platform. So, beyond the dedicated Cohorts tab, you can find these native cohort filters (monthly, quarterly, annual) in many reports: MRR Movements, Retention, Churn, etc. This lets you, for example, filter MRR movements only on the customers of the Q1 2024 cohort, or compare behaviors between different cohorts over time.

Furthermore, these cohort dimensions can be combined with other standard Fincome filters: customer segment, CSM, acquisition channel, plan type, etc. You can thus very finely isolate a subset (e.g.: Standard plan customers, acquired via Outbound in Q2 2023) and track their indicators in the appropriate views.

Finally, in several dashboards, you can break down the results by cohort (or cross the cohort with other dimensions such as the pricing plan or the churn reason), which complements the analysis of the Cohorts tab. This flexibility lets you use cohort data across Fincome to better understand the evolution of your customer base over time, and identify the drivers of retention or expansion for each generation of customers.

Customer example

The fast-growing HR company Octime used Fincome to centralize its revenue KPIs, in particular retention and cohort analysis. Before Fincome, tracking these indicators was done manually in Excel, making trends difficult to read. Thanks to Fincome's Cohorts tab, Octime was able to analyze the behavior of its customers over time, by generation, and detect churn or expansion patterns that were impossible to observe before.

Result: Octime was able to adjust its product and sales strategy on certain offers and optimize its pricing and investment decisions with a very concrete ROI.

Read the full story: Structuring Octime's SaaS growth

Updated on: 03/07/2026