Revenue Cohort Heatmap

Customer retention and revenue retention tell different stories. A cohort can keep 90% of its customers while losing most of its revenue to downgrades, or keep only 60% of customers while the remainder expand enough to grow the cohort's total revenue. This heatmap is built specifically for the revenue version of that question.

Rows are acquisition cohorts, columns are months since signup, and each cell is that cohort's total MRR contribution at that age — colored so the revenue-generating cohorts are visually obvious.

Enter each cohort's total MRR at each month since signup — not a percentage, an actual dollar figure. Leave later months at 0 for cohorts that haven't reached that age yet.

Each cell is colored on a scale from your grid's lowest to highest dollar value entered, so the strongest revenue-generating cells stand out regardless of your absolute numbers.

The chart updates live as you edit cells.

• Read across a row to see how one cohort's total revenue contribution changed as it aged — rising values mean expansion is outweighing churn within that cohort; falling values mean the opposite.
• Read down a column to compare which cohorts are worth the most at the same age.
• A cohort that looks weak on the Customer Retention Heatmap but strong here is one where the customers who stayed are expanding significantly.

• Comparing this heatmap to the Customer Retention Heatmap for the same cohorts shows whether retained customers are expanding (revenue holds up better than headcount) or contracting (revenue falls faster than headcount).
• A cohort with the highest Month 0 value isn't necessarily the best cohort — check how its value trends across later columns.
• This chart shows what happened to revenue, not why — expansion, contraction, and churn are all blended into each cell's total.

Each cell's color is mapped linearly between $0 and the highest dollar value currently in your grid, using a single-hue intensity scale — the scale rescales automatically as you edit values, so it stays contrasted whether your MRR figures are in the hundreds or the hundreds of thousands. No currency conversion, discounting, or normalization is applied — enter all values in one consistent currency.

This tool displays exactly the dollar figures you enter — it does not calculate MRR from billing data, and does not separate a cohort's revenue change into churn versus contraction versus expansion (use the MRR Movement Waterfall or Churn Decomposition Visualizer for that breakdown at a whole-business level). Cells for ages a cohort hasn't reached yet should be left at 0. Manual entry only in this version; CSV/file upload and export are not yet available.

SaaS Cohort Retention Heatmap → MRR Movement Waterfall Visualizer →