Glossary · Analytics

Cohort Analysis

An analytical technique that groups users by a shared characteristic over time to identify behavioral patterns.

Cohort analysis is a subset of behavioral analytics that divides users into groups (cohorts) based on shared characteristics–typically the time of their first action (e.g., signup month)–and tracks their behavior over subsequent time periods. This reveals patterns that aggregate metrics obscure: for example, overall retention might appear stable while specific cohorts are churning faster. Cohort analysis is essential for understanding user lifecycle, measuring feature impact, evaluating marketing campaigns, and forecasting revenue. Common cohort types include acquisition cohorts (by signup date), behavioral cohorts (by actions taken), and segment cohorts (by demographics).

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