Growth Accounting

Demo

Click to play with sound.

---
name: Growth Accounting
description: Decompose active-user growth into new, retained, resurrected, and churned.
---

# Growth Accounting

Explain why your active user count changed by decomposing it into its underlying flows.

## The core identity

For any period, the change in active users reconciles exactly:

```
Active(t) = Active(t-1) + New + Resurrected - Churned
```

Where, comparing the set of active users this period vs last:

- New: active this period, never active before.
- Retained: active this period and last period.
- Resurrected: active this period, inactive last period, but active sometime earlier.
- Churned: active last period, not active this period (a negative contribution).

Net new users = New + Resurrected - Churned. This must equal Active(t) - Active(t-1).… install to load the full skill