Customer Analytics
Cohort Analysis
Grouping customers by shared characteristics (e.g. acquisition month) to compare behavior over time.
What is Cohort Analysis?
Cohort analysis groups customers who share a common characteristic (typically their first purchase month) and tracks their behavior over subsequent periods. This reveals trends that aggregate metrics hide.
Why It Matters
Aggregate metrics can be misleading. Your overall retention rate might look stable, but cohort analysis could reveal that recent cohorts are churning faster — a problem hidden by the loyalty of older customers.
Common Cohort Types
- Acquisition cohort: Grouped by first purchase date
- Channel cohort: Grouped by acquisition channel
- Product cohort: Grouped by first product purchased
Example
January cohort: 100 new customers. By month 3, 40 have repurchased. By month 6, 55 have repurchased. Compare this to February's cohort to see if retention is improving.
Stop guessing. Start tracking.
Shopimize calculates your true e-commerce profit in real time.
Try Shopimize free →