Customer Cohort Analysis #

Cohort analysis groups customers by when they first became customers and tracks how many of them are still active in subsequent months. It reveals whether newer cohorts are retaining better or worse than older ones.

Accessing the Cohort Table #

On the Customer Analytics page, scroll to the Cohort Analysis section.

Reading the Cohort Table #

The cohort table has:
– Rows: Each row represents a cohort (e.g., “January 2025 customers” = all customers who first purchased in January 2025)
– Columns: Month 0 (100%), Month 1, Month 2… up to Month 12
– Values: Percentage of the original cohort still active in that month

Example:
| Cohort | Month 0 | Month 1 | Month 3 | Month 6 | Month 12 |
|——–|———|———|———|———|———-|
| Jan 2025 | 100% | 82% | 71% | 65% | 58% |
| Feb 2025 | 100% | 85% | 74% | 68% | — |
| Mar 2025 | 100% | 88% | 76% | — | — |

The — cells indicate future months (data not yet available).

What Good Cohort Data Looks Like #

• Cohorts that flatten out (stop dropping) indicate customers who have committed long-term
• Rising retention across newer cohorts (each row drops more slowly than the one above) indicates improving product/onboarding
• Steep drops in Month 1 suggest onboarding or expectation problems