Product Analytics: Mastering Funnel Analysis, Cohort Retention & North Star Metrics

Data-informed decision making relies on tracking user funnels from acquisition to activation, retention, revenue, and referral (AARRR Pirate Metrics).

SQL Cohort Retention Query

SELECT 
    DATE_TRUNC('month', signup_date) AS cohort_month,
    COUNT(DISTINCT user_id) AS initial_users,
    COUNT(DISTINCT CASE WHEN active_days > 30 THEN user_id END) AS retained_30d
FROM user_activity_log
GROUP BY 1 ORDER BY 1 DESC;