A method of grouping customers by a shared characteristic or time period (the acquisition cohort) and tracking their behavior over time to understand retention, LTV, and purchase patterns.
Cohort analysis helps D2C brands answer: do customers acquired in January retain better than those acquired in July? Do customers acquired via Meta have higher LTV than those from Google? Do first-purchase customers who buy product A become better long-term customers than those buying product B? Klaviyo and Triple Whale both offer cohort analysis views. Monthly cohort tracking is the standard for D2C brands.
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