analytics
Cohort Analysis
Comparing user behavior by grouping users based on when they were acquired or by shared characteristics.
What Is Cohort Analysis?
Cohort analysis groups users into segments (cohorts) based on a shared trait, most often their acquisition date. By tracking how each cohort behaves over time, teams can compare retention, engagement, and monetization patterns across different groups. For example, users acquired in January can be measured against those acquired in February to see which group retained better after 30 days.
Applications in ASO and App Analytics
Cohort analysis isolates the impact of changes to an app or its marketing strategy. When a new onboarding flow launches, comparing retention curves of pre-change and post-change groups reveals whether the update kept more users. Segments can also be split by acquisition channel to determine which sources deliver the highest-quality audience. This insight helps ASO and marketing teams allocate budgets and focus on channels that drive sustainable growth.
Building Effective Cohorts
Beyond time-based groups, teams can segment users by behavior (first action taken), geography, device type, or subscription status. Behavioral segments prove useful for understanding which early actions correlate with long-term retention. Most analytics platforms support this analysis natively, making it accessible for teams of all sizes.