User Retention Rate

In the dynamic world of SaaS, data is your roadmap to clarity and confidence.

This playbook equips you with ready-to-use SQL queries for the metrics that drive growth, retention, and profitability.

No need for advanced technical skills—just adapt the table and column names to your database, and let the insights unfold.

How to Use This Playbook

1. Choose your metric.
   Find the metric that answers your most pressing questions.
2. Copy the SQL.
   Swap in your own table and column names.
3. Run it in your database tool.
   Watch as the numbers reveal your business’s story.

Industry Benchmarks & Standards

Your Data Foundation

These tables are the pillars of your SaaS analytics:

• main.saas_data_clients: The foundation of every client relationship.
  
  • client_id, client_name, created_at
• main.saas_data_customers: Every user’s journey, captured in detail.
  
  • customer_id, client_id, customer_name, signup_date, is_active
• main.saas_data_plans: Your product’s menu of options.
  
  • plan_id, client_id, plan_name, monthly_price, annual_price, is_active
• main.saas_data_subscriptions: Captures the full lifecycle: sign-ups, renewals, and cancellations.
  
  • subscription_id, client_id, customer_id, plan_id, start_date, end_date, status
• main.saas_data_payments: The flow of revenue through your business.
  
  • payment_id, client_id, customer_id, subscription_id, amount, payment_date, is_refund
• main.saas_data_events: The story of every login, upgrade, and farewell.
  
  • event_id, client_id, customer_id, event_type, event_date, is_churn
• main.saas_data_costs: The price of delivering value to your customers.
  
  • cost_id, client_id, customer_id, cost_type, cost_amount, cost_date

User Retention Rate

User retention is one of the clearest signals that you’ve achieved real product-market fit. A high retention rate means people aren’t just trying your product — they’re sticking with it because it consistently delivers value. Tracking retention over time reveals how well you keep users engaged, helps identify friction points, and guides you in building features and experiences that turn new users into loyal advocates.

WITH
-- 1. Define cohorts by signup month
"cohorts_cte" AS (
  SELECT
    "customer_id",
    DATE_TRUNC('month', "signup_date") AS "cohort_month"
  FROM "main"."saas_data_customers"
),

-- 2. Track monthly activity (e.g., logins, feature use)
"monthly_activity_cte" AS (
  SELECT
    "customer_id",
    DATE_TRUNC('month', "event_date") AS "activity_month"
  FROM "main"."saas_data_events"
  WHERE "event_type" IN ('login', 'feature_use')
  GROUP BY "customer_id", DATE_TRUNC('month', "event_date")
)

-- 3. Calculate retention rate by cohort and month
SELECT
  "cohorts_cte"."cohort_month",
  "monthly_activity_cte"."activity_month",
  COUNT(DISTINCT "cohorts_cte"."customer_id") AS "cohort_size",
  COUNT(DISTINCT "monthly_activity_cte"."customer_id") AS "active_users",
  ROUND(
    100.0 * COUNT(DISTINCT "monthly_activity_cte"."customer_id")
    / NULLIF(COUNT(DISTINCT "cohorts_cte"."customer_id"), 0),
    2
  ) AS "retention_rate"
FROM "cohorts_cte"
LEFT JOIN "monthly_activity_cte"
  ON "cohorts_cte"."customer_id" = "monthly_activity_cte"."customer_id"
GROUP BY
  "cohorts_cte"."cohort_month",
  "monthly_activity_cte"."activity_month"
ORDER BY
  "cohorts_cte"."cohort_month",
  "monthly_activity_cte"."activity_month"

Visualization Ideas:

• Line Chart: Follow the retention journey of your most loyal users.

Implementation Checklist

1. Define your metrics and add them to a data dictionary.
2. Ensure your database schema supports the required calculations.
3. Write and test SQL queries for each metric.
4. Import results into your BI tool. Get started with DataBrain today!
5. Build and share dashboards with stakeholders.
6. Schedule regular reviews and updates.

Unlock the power of your data.
Start using this SQL Playbook today!

“In the world of SaaS, data is everyone’s responsibility. With this playbook, anyone can own their metrics and drive better outcomes.”

Now, simply run the SQL queries on your data and unlock the power of your SaaS analytics!