Cohort Analysis helps you understand how groups of customers behave over time — how much they spend, how often they return, and how profitable they are.
You can change the metric, adjust the time period, switch views, and filter by product to get the exact insights you need.
What You Can Learn From Cohort Analysis
Cohort Analysis answers important questions about your business, such as:
✅ How valuable are your customers after their first purchase?
See how much revenue each group of customers generates over time.
✅ Do customers come back, or do they buy only once?
Use retention or orders to see repeat behavior.
✅ Is my acquisition cost profitable?
Compare CAC against revenue, contribution margin, or CM after ad spend.
✅ Which months brought the best customers?
Spot strong or weak cohorts instantly using the heatmap.
✅ Are product changes improving customer behavior?
Filter by product to see which products drive the best repeat revenue.
✅ How fast do customers pay off my ad spend?
Check if cohorts become profitable within weeks or months.
In simple terms: Cohort Analysis helps you see which customers are good, which are weak, and what’s working in your business over time.
How to Use the Controls
1. Change the Metric
Use the Metric dropdown to pick what you want to measure:
Net Revenue – money you earned after tax & refunds
Active Customers – number of customers active in each period
Retention Rate – how many customers come back
Orders – total orders per period
Contribution Margin – profit after COGS
CM after Ad Spend – profit after marketing costs
AOV – average order value
Choose a metric to update the entire cohort table.
2. Change the Cohort Period
Choose how customers are grouped:
Weekly – very detailed
Monthly – most common view
Quarterly – long-term behavior
Yearly – big-picture trends
This lets you zoom in or out depending on how granular you want the analysis to be.
3. Switch the View Mode
Two view options:
Incremental – shows how each cohort performs each period
Cumulative – shows how much the cohort has generated in total over time
Use this to understand both short-term and long-term behavior.
4. Filter by Product
If you want to see how a specific product performs:
Open Filter by Product.
Select a product or choose All Products.
This helps you see which products create your best customers.
5. Heatmap
Turn on Show Heatmap to highlight the strongest and weakest numbers visually.
Green = good
This makes it very easy to spot patterns.
What the Table Shows You
Every row is a cohort (a group of customers who bought in the same time period).
Every column shows how that cohort behaved in the following weeks/months.
You can quickly see:
Which month brought customers who spend the most
When customers stop coming back
How long it takes to break even on CAC
Whether your retention is improving or declining
If product changes or marketing changes are helping
Need Help?
If you want help interpreting your cohort data or understanding what the numbers mean for your business, reach out via the in-app chat — we’re here for you.