Welcome back to the second post on Amplitude's Mastering Retention Playbook. In this post, I am going to talk about breaking down your users into cohorts and having separate retention processes for them. A lot of times, users are clamped into active and inactive users. But this hurts as users are on a different journey in their active life of a product.
Chapter 3.2 of the Playbook shares 4 different stages anyone interested in understanding who their users are:
- New
- Current
- Resurrected
- Dormant
New User:
A new user is one who is using the product for their first time. With such a customer it is important to make their first session very engaging, so they come back as often as possible.
Current User:
A user in this category has been using the product in the previous product usage interval and the current usage interval (Refer to Product Usage Interval for a refresher if this term is new to you.).
In Mindful Minutes:
A current user is one who has completed a meditation session at least once last week, and then another this current week.
Dormant user:
A user here is no longer using the product or service within the span of data been analyzed.
In Mindful Minutes:
Since October 2025 to January 2026, we have more dormant users than any other user based on our records.
Resurrected User:
This is a dormant user who has completed a Critical event recently.
In Mindful Minutes:
After our recent email activation, we got about 10% of dormant users completing a meditation on the application.
Below is an analysis of our users in the various stages:
Another helpful chart to look at is the rate of growth which is referred to as Pulse. It is calculated using: New, Current, and Dormant users. A value greater than 1 means, the product is retaining much more than losing users and vice versa when the value is lower than 1. The week by week calculation is displayed as a line chart below.
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It is imperative that measures are put in place to halt this loss as there was no week which crossed 0.2% so this is a leaking basket situation with the users.
But was the picture all gloomy from the first week in October 2025 through to the first week in January 2026?
It turns out no, and that there is a glimmer of hope in the more active than dormant users in the final weeks leading to January 2026.
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