Cohort analysis

An analysis method that consists of segmenting users into groups (cohorts) according to a common event over a given period (e.g.: date of registration, first purchase, first visit), in order toobserve changes in their behavior over time. Unlike cross-sectional analysis, which treats all users in the same way, cohort analysis highlights behavioral differences according to history, entry context or profile.

🎯 Objectives :

• Track the performance, retention or engagement of a specific group of users over days, weeks or months,
• Compare the effects of changes (design, message, offer) on different generations of users,
• Identify hidden behavioral trends that are only visible in dynamic analysis (e.g.: dropout after 3 days in a specific cohort).

📌 CRO use case :

• Analyze conversion rates over time following an A/B test: does the cohort exposed to variation B have better retention or long-term value?
• Evaluate the impact of a new onboarding tunnel: do registered users remain more engaged after the change?
• Track the customer value (CLV) of cohorts acquired via different channels or campaigns,
• Understand when users fall off the path (e.g., 2nd visit, purchase, etc.),
• Identify high-potential cohorts for personalization or nurturing actions.

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