Cohort Analysis
A technique that groups users by a shared characteristic (usually acquisition date) to track their behaviour over time.
Full definition
Cohort analysis segments users into groups — cohorts — based on when they first interacted with your product or a specific event. By comparing cohorts over time, you can identify patterns in retention, lifetime value, and churn. For example, grouping users who signed up in January versus March lets you see whether product changes improved retention. This is especially powerful in SaaS, e-commerce, and mobile apps where understanding user behaviour over weeks or months is more valuable than aggregate metrics. GA4 and most analytics platforms offer built-in cohort reports.
Real-world example
An app discovers that users acquired via SEO in Q4 have 40% higher 90-day retention than users from paid social — informing a shift in acquisition budget.
Related terms
Google's current analytics platform, using an event-based data model designed for cross-device and cookieless measurement.
Read definitionThe process of crediting marketing touchpoints with conversions or sales.
Read definitionThe process of measuring specific user actions — purchases, sign-ups, calls — that represent business goals.
Read definitionA framework representing the stages a prospect goes through from initial awareness of a brand to becoming a customer.
Read definitionReady to apply this to your business?
Build a custom digital marketing proposal in 60 seconds. We scope the right strategy for your market, industry, and growth goals.
Build my proposal