Cohort Analysis

In order to understand how user growth and retention is evolving over time, it’s important to examine users in cohorts (groups of users with some common trait, typically install/sign-up date) rather than relying on top-line metrics such as total registered users, monthly active users (MAU), and daily active users (DAU), which tend to mask underlying retention problems.

A typical cohort retention table divides users into cohorts from the period (typically day/week/month) that they were first seen in the app and shows how many users (or what percentage of the cohort) returned to the app in the following periods.

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