Cohort isn’t a metric per se, but is just as important. By definition, a cohort is a group with a common statistical characteristic such as a common price band or geography. It is a style of report that not only is useful in indicating churn, but also can be used to test marketing campaigns and resource allocation.
For example, if you run a cohort report based on subscriptions initiated during a specific date range, it could show if customers acquired at that time, subject to the same level of product maturity, customer support, on-boarding, pricing & packaging, are growing in MRR contribution or shrinking relative to customers from other cohorts. You’re able to correlate performance with marketing actions, sales plans, pricing and support policies that were in effect at that time and can use this information to identify the business practices and processes that maximize the revenue contributions of customers.