Knowledge base · Data & measurement
Cohort analysis
A cohort analysis follows groups of customers who started in the same period, to see how they behave over time.
Averages hide movement. A cohort analysis shows whether customers from March return more loyally than those from June, and where the difference comes from.
That is how you see whether improvements truly work. If retention of new cohorts climbs, you are doing something right; if everything stays flat, the action was mostly visible.
It is the most honest gauge for retention, churn and customer value, especially for subscriptions and repeat purchases.
How we do it
We report retention and customer value per cohort, so trends surface before they show in the totals.
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