Purpose
Understand how user behavior changes over time by grouping users into cohorts and tracking their metrics over comparable time periods. Reveals trends that aggregate data hides.
Application
Cohort Types
| Type | Groups Users By | Reveals |
|---|---|---|
| Signup cohort | When they joined (week/month) | Is retention improving? |
| Behavioral cohort | What they did (activated, invited, etc.) | Which actions predict retention? |
| Acquisition cohort | How they found you (channel) | Which channels bring quality users? |
| Feature cohort | Which features they use | Does feature X drive retention? |
Template
# Cohort Analysis: [Type] — [Product Name]
## Cohort Definition
- **Cohort type:** [Signup / Behavioral / Acquisition / Feature]
- **Grouping criterion:** [Specific definition]
- **Time period:** [Date range]
- **Metric tracked:** [Retention / Revenue / Engagement / etc.]
## Cohort Table
| Cohort | N | Week 1 | Week 2 | Week 4 | Week 8 | Week 12 |
|--------|---|--------|--------|--------|--------|---------|
| [Jan W1] | [#] | [%] | [%] | [%] | [%] | [%] |
| [Jan W2] | [#] | [%] | [%] | [%] | [%] | [%] |
| [Feb W1] | [#] | [%] | [%] | [%] | [%] | [%] |
## Key Findings
1. **Trend:** [Are newer cohorts performing better/worse?]
2. **Critical period:** [When does the sharpest drop-off occur?]
3. **Flattening point:** [When does retention stabilize?]
4. **Anomalies:** [Any cohorts that significantly outperform/underperform?]
## Actions
- [Action based on finding 1]
- [Action based on finding 2]
Quality Rubric
| Dimension | 0 | 1 | 2 |
|---|---|---|---|
| Cohort Definition | Unclear grouping | Time-based only | Multiple cohort types compared |
| Time Span | < 4 weeks | 1-3 months | 3+ months for trend detection |
| Sample Size | Too small (<50/cohort) | Adequate | Statistically significant |
| Insights | Data only | Observations | Observations + actions |
References
Related Skills
skills/growth/retention-deep-dive/SKILL.md— Retention analysisskills/analytics/funnel-analysis/SKILL.md— Funnel by cohortskills/growth/activation-optimization/SKILL.md— Behavioral cohort for activation
Skill type: Component Domain: Analytics & Metrics