B2B SaaS retention curves typically plateau in the 30-60% range at 12 months — the customers who stayed past month 3 are usually long-term. A curve that keeps declining indicates either weak product fit or weak acquisition targeting (or both).
The lever most teams ignore: acquisition quality drives retention curve shape more than product features do. Customers acquired through a precise, ICP-targeted landing page retain better than customers acquired through a generic "free trial" hook, even on the same product.
For diagnostic purposes, cohort-by-source retention analysis isolates which acquisition channels produce sticky customers. Pages with high bounce but high among-converters retention are usually doing their job — qualifying out the wrong fits before they convert.
How Lytms scores it
Lytms does not measure retention. It scores acquisition-page quality, which is the strongest upstream lever on retention. A page that names its ICP precisely and qualifies out wrong-fit visitors tends to acquire customers who retain better.