Lifecycle Analysis

Lifecycle analysis splits each period's active users into new, current, resurrected and dormant, showing how the active base is composed rather than only how large it is.

The analysis rests on one simple identity: a period's active users equal new plus current plus resurrected, while dormant users are that period's outflow and are drawn below the axis. Reading it means watching the ratios move, because a flat total can hide a base that is losing its loyal core and refilling it with newly acquired users, which is exactly what a single headline number cannot show. All four states depend on the period length, so the same data produces a different mix on daily, weekly and monthly views and those three cannot be compared with each other. The view describes composition, not cause; it says resurrection rose in a given week, and finding out why still requires breaking the data down by acquisition channel, campaign or release.