Cohort Analysis

Overview

Cohort analysis tracks groups of users with shared characteristics over time, revealing patterns in retention, engagement, and lifetime value.

When to Use

• Measuring user retention rates and identifying when users churn
• Analyzing customer lifetime value (LTV) and payback periods
• Comparing performance across different user acquisition channels or campaigns
• Understanding how product changes affect different user groups over time
• Tracking engagement patterns and identifying early warning signs of churn
• Evaluating the long-term impact of onboarding improvements or feature releases

Core Concepts

• Cohort: Group of users sharing a characteristic (signup date, region, etc.)
• Cohort Size: Initial group size