Cohort Analysis

Grouping customers by a shared trait, usually acquisition date, and tracking their behavior over time to compare retention, revenue and value.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Cohort analysis is a method of grouping customers by a shared characteristic, usually when they were acquired, and tracking their behavior over time. Comparing cohorts reveals how retention, revenue and lifetime value change across periods, channels or product versions. It helps teams see whether results are genuinely improving rather than masked by growth.