Analytics & data
Cohort analysis
Tracking the behavior over time of groups of users (cohorts) sharing a common trait — typically their acquisition month.
Cohort analysis groups users by a shared trait (e.g. first-purchase month) and tracks their behavior over time — retention, spend, churn.
Why it matters
It measures quality, not just volume. It reveals whether new customers stick around or whether growth is merely masking churn.
Real-world example
A cohort view shows customers from January's discount campaign churn twice as fast as organic ones. The discount drove volume, not loyalty.
Related terms
Related serviceAI Performance
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