Cohort Analysis
Track customer cohorts by acquisition date and channel. Measure retention, LTV, and quality improvements over time.
Customer Cohorts by Acquisition Month
| Cohort | Size | Day 7 Ret. | Day 30 Ret. | Day 90 Ret. | Repeat % | Avg LTV | Quality Trend |
|---|---|---|---|---|---|---|---|
| No cohorts with data yet. Once customers are acquired and make repeat purchases, cohort analysis will show retention curves. | |||||||
Day 7 / 30 / 90 Retention: % of cohort members who return (login or purchase) on those days
Repeat %: % of cohort who make a second purchase
Avg LTV: Average lifetime value per customer in cohort (based on historical spending)
Quality Trend: Is this cohort showing better metrics than previous cohorts?
Retention Curves (Month 0 = 100%)
📊
Once cohorts have 30+ days of history, retention curves will visualize retention decay over time.
Healthy pattern: Day 1 = 100%, Day 7 drops to 40-60%, Day 30 stabilizes around 20-30%. Steep drop indicates product-market mismatch. Flat lines indicate sticky customers.
Cohort Economics by Acquisition Channel
| Channel | Cohort Date | Customers | CAC | LTV | LTV:CAC | Status |
|---|---|---|---|---|---|---|
| No channel cohorts yet. As channels acquire customers, we'll track their individual economics. | ||||||
Retention Improving?
❓
Comparing recent cohorts to earlier ones. Are newer customers stickier than older ones? Higher retention = improving product-market fit.
LTV Improving?
❓
Recent cohorts LTV vs. earlier cohorts. Higher LTV = Better targeting, better products, or better bundle offers.
Channel Quality?
❓
Which acquisition channel brings highest quality customers (best retention + LTV)? Invest more in quality channels.
Cohort Segmentation Strategy
Why Segment Cohorts?
Cohort analysis reveals which acquisition methods, time periods, or market segments produce the best customers. Rather than relying on average metrics, cohort analysis identifies:
- ✓ Which acquisition channels bring highest-retention customers
- ✓ Whether product improvements increase repeat purchases
- ✓ Whether pricing or positioning changes impact LTV
- ✓ Seasonal patterns in customer quality
- ✓ Which time period had best customer onboarding
Recommended Actions Based on Cohorts
If Recent Cohorts Show Better Retention
👉 Scale that acquisition channel more. The product/positioning improvements are working.
If Channel A Cohort > Channel B Cohort
👉 Allocate more budget to Channel A. It brings higher-quality customers even if CAC is slightly higher.
If Retention is Flat Across All Cohorts
👉 Focus on product improvements before scaling acquisition. Customer retention is the limiting factor.
All cohort data based on verified customer actions: signup date, purchase dates, repeat visits. No synthetic or projected data.