Definition
A cohort is a group of users or customers that share a common start date or attribute for analysis.
Why it matters
Cohort analysis reveals retention and expansion trends that averages can hide.
Pricing implications
Compare cohorts before and after pricing changes to see if churn or expansion improved.
Common cohort types
Signup month, first payment month, plan type, and acquisition channel.
Measurement tips
Keep definitions consistent and separate trial and paid cohorts to avoid mixing behaviors.
Checklist
- Choose one cohort definition and stick to it.
- Track retention and expansion by cohort month.
- Compare cohorts around pricing changes.
- Highlight cohorts with unusual churn.
- Use cohort curves for experiments.
- Separate free and paid cohorts.
- Automate cohort reporting.
- Review cohort health before price increases.