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Phase 6
Cohort Analysis
Cohort analysis is a behavioral analytics method that groups users by shared characteristics (e.g., sign-up date, feature usage, campaign source) and tracks their behavior over time. Unlike aggregate metrics, which can mask meaningful patterns, cohorts let product managers see when and why users engage, churn, or convert. This module introduces the foundations of cohort analysis, explores different cohort types, and demonstrates how they support retention, growth, and product-led strategies. By the end, you’ll learn how to design and interpret cohorts and use insights to drive both product improvements and revenue growth.
What is Cohort Analysis?
A data analysis method that groups users into cohorts who share a common starting point or behavior. It helps teams track retention, churn, and feature adoption over time, bridging the gap between analyzing all users at once and analyzing individual users.
Types of Cohorts
Time-Based
Users grouped by signup date or activity window.
Acquisition
Users grouped by acquisition source or channel.
Behavioral
Users grouped by actions taken (or not taken).
Segment-Based
Users grouped by attributes like location, plan type, or device.
Size-Based
Comparing user behavior at scale (e.g., beta users vs. general launch).
How to Conduct a Cohort Analysis
The process involves setting a goal, defining cohorts, selecting metrics, building a cohort table, visualizing the data (often with heatmaps), and turning the insights into action.