Merci Briac! We rephrased the text a bit because perhaps it was confusing. It’s 100 orders per user. In the example we have 10 FTB for a given cohort, and a retention rate of 10%. That means only 1 of those FTB remains as a user over the next months, and thus all the 100 orders made by that cohort, belong that 1 new user. Hope it’s clearer now and thanks for the comment!