Cohort analysis tracks behavior of user groups over time. Learn how cohorts make KPI tree retention metrics actionable.
Cohort Analysis groups users by a shared start event (signup month, first purchase) and tracks a metric over the time since that event. Cohorting separates real product changes from compositional changes in the user base. In a KPI tree, cohort-based retention curves feed the retention rate node, and shifts between cohorts isolate whether a metric change is driven by recent acquisitions or by aging behavior in older cohorts.