Web Cohort View
Cohort analysis for measuring retention, churn, and customer lifetime value
Cohort View Overview
Cohort View is a powerful analysis tool that groups users/customers by time and tracks their behavior across periods.
Especially useful for retention analysis, churn tracking, and measuring marketing campaign effectiveness over time.
Key points
• Time-based Cohorts: Group users by month/quarter/year of signup
• Retention Matrix: Matrix showing retention rate by cohort
• Churn Analysis: Calculate and display churn rate
• Color Coding: Visual colors by performance
• Drill-down: Click cell to view detailed records
• Custom Metrics: Define custom metrics
• Export Data: Export cohort data to Excel/CSV
• Date Range Selection: Select analysis time period
How It Works
Steps
1. Select Cohort Date Field: Field defining cohort (e.g., create_date, subscription_start_date)
2. Select Measure Field: Metric to measure (e.g., revenue, active_users, orders)
3. Select Time Interval: Cohort grouping period (day/week/month/year)
4. Select Mode: Retention (retention rate) or Churn (churn rate)
5. View Matrix: Matrix displays metric by cohort and time period
6. Analyze Trends: Analyze retention/churn trends across cohorts
7. Drill-down: Click cell to view specific record list
Real-world Use Cases
Cohort Analysis Applications
| Business Function | Cohort Date | Measure | Insight |
|---|---|---|---|
| Subscription Retention | Subscription Start Date | Active Subscriptions | Customer subscription retention rate by month |
| Customer Lifetime Value | First Purchase Date | Total Revenue | Average revenue from each customer cohort |
| Product Adoption | User Registration Date | Feature Usage Count | New feature adoption rate by user cohort |
| Marketing Campaign ROI | Campaign Start Date | Conversion Count | Campaign conversion effectiveness over time |
| Churn Analysis | Customer Onboarding Date | Churned Customers | Customer churn rate by cohort |
Retention vs Churn Mode
Key points
• Retention Mode: Shows % of users still active vs original cohort. High value = good.
• Churn Mode: Shows % of users who left vs original cohort. Low value = good.
• Retention Formula: (Active Users in Period / Total Cohort Size) × 100%
• Churn Formula: (Churned Users in Period / Total Cohort Size) × 100%
• Color Coding: Green = good, Red = poor, Yellow = average
Best Practices
Key points
• Choose appropriate cohort size: Too small = noise, too large = lose detail
• Compare cohorts of same size for accurate results
• Track cohorts periodically to detect trends early
• Combine with filters to analyze by segment (geography, plan type)
• Export data for deeper analysis in Excel/BI tools
• Use drill-down to understand retention/churn causes