What is Cohort Analysis?

Cohort analysis is a type of behavioral analytics that breaks down data into related groups (cohorts) rather than looking at all users as a single unit. In retention, cohorts are usually defined by the month or week a customer first purchased.

Why is cohort analysis important for retention?

It helps you see if your retention is improving over time. For example, it shows if customers who joined in December are staying longer than those who joined in June, allowing you to measure the impact of new features or strategies.

How do you read a cohort table?

A cohort table usually has the acquisition month on the left and the time passed (months) across the top. The percentages in the cells show what portion of that month's customers returned in subsequent months.

What are the main types of cohorts?

The most common are Acquisition Cohorts (grouped by when they started) and Behavioral Cohorts (grouped by specific actions they took, like using a certain feature).

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Cohort Retention Analysis Calculator

Track and visualize how different groups of customers retain over time to identify long-term trends.

Cohort Data

Enter the number of active customers at each milestone for a specific cohort.

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