Cohort Analysis
Analyzing user behavior by grouping them based on shared characteristics or timeframes to identify retention patterns and optimize campaigns.
Definition
Cohort analysis groups users who share common characteristics (like signup date or acquisition source) and tracks their behavior over time. This reveals how different user groups engage, retain, and convert, enabling more targeted optimization strategies.
Why It Matters
Aggregate metrics can hide important patterns. Cohort analysis reveals whether recent users behave differently than earlier ones, helping identify successful acquisition channels, measure product changes, and predict future behavior.
Examples in Practice
Comparing 30-day retention rates for users acquired in January vs February. Analyzing purchase behavior of customers from different marketing campaigns. Tracking feature adoption rates for users who signed up before and after a product update.