Cohort Analysis for Marketing

Summary

Grouping users by a shared starting point (e.g. signup month or acquisition channel) and tracking their behavior over time — reveals whether newer customers are actually higher or lower quality than older ones.

• 1Sketch a cohort table (acquisition month vs retention over time) by hand.
• 2Learn why comparing cohorts by acquisition channel can reveal which channels bring better long-term customers.
• 3Understand why raw growth numbers can hide a quietly worsening retention trend.