analytics-dictionary / term / tracking & measurement

Cohort analysis

Cohort analysis groups users by a shared starting point, such as sign-up week, and tracks how their behaviour evolves.

Written by Reflective Data experts · updated Oct 5, 2026

It answers questions that averages hide, such as whether users who joined this quarter stay longer than those who joined last year.

Cohorts are the standard way to look at retention and lifetime value.

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