Conversion Optimisation
Cohort Analysis
Plain English
Comparing groups of users over time.
Definition
guideCohort AnalysisGrouping users by shared characteristics to understand retention, engagement, and behaviour over time.Open guide groups users based on shared characteristics to analyse how those groups behave over time.
In practice
Used to track glossaryRetentionRetention measures how well a product keeps users over time by continuing to deliver value. It is a key indicator of product success and long-term viability.Open glossary term, glossaryEngagementEngagement refers to how users interact with a product, content, or experience, including actions like clicks, time spent, and interactions.Open glossary term, or glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term across user groups such as signup date or acquisition channel.
The reality
Requires clean and consistent glossaryDataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term, otherwise results can be misleading.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is cohort analysis?
It is analysing groups of users who share common characteristics.
What is a cohort?
A group of users with something in common, such as signup date.
Why is cohort analysis useful?
It shows trends in glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term over time.
What can you measure with cohorts?
glossaryRetentionRetention measures how well a product keeps users over time by continuing to deliver value. It is a key indicator of product success and long-term viability.Open glossary term, glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term, and glossaryEngagementEngagement refers to how users interact with a product, content, or experience, including actions like clicks, time spent, and interactions.Open glossary term.
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