← Every exhibit
What does cohort analysis measure?
| Object | Declaration | Failure when it is hidden |
|---|---|---|
| Unit grain | Account, user, workspace, contract, or subscription | The numerator changes from accounts to users |
| Entry event | Signup, paid start, contract start, activation, or renewal | Cohorts mix different lifecycle origins |
| Cohort composition | Eligibility, plan, region, acquisition route, and exclusions | A composition shift looks like a product trend |
| Cohort age | Days or months since each unit's entry | Calendar time is mistaken for lifecycle time |
| Outcome | Active, retained, renewed, used, or paid under a rule | A proxy is called retention without a declared endpoint |
| Denominator | Eligible units at entry or another declared risk set | Units are silently added or removed after entry |
| Maturity rule | Minimum observation age for each reported point | Immature units are counted as failed outcomes |
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Reference & Evidence
Source: Table from this essay. Sources and interpretation are given in the article.
Related exhibits
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How is cohort analysis different from a snapshot or experiment?
From the essay What is cohort analysis? A stable entry event before a retention curve
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Two synthetic cohort-retention curves
From the essay What is cohort analysis? A stable entry event before a retention curve
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What does activation rate measure?
From the essay What is activation rate? The first value event must be observable