[bmcahren]

Segmenting this data by signup date is useful as well.

If I'm not mistaken, you're aligning all time periods to the same imaginary start date. This gives you the grand perspective but ignores very real changes in your application, team, marketplace, advertising, and product-fit over time.

[xyzzy_plugh]

Yes, you should absolutely segment into cohorts. Ideally you can tag users such that you can slice them not just by time, but what funnel they used or what marketing they've been exposed to (emails, etc.)

Just measuring the grand perspective, as you say, can be a very poor indicator for what is working well, and what isn't.