Definition

Cohort.

A group of users defined by a shared starting event — usually install date — tracked together over time.

Cohort analysis compares groups at the same age rather than mixing users of different ages in one average. It is how teams read retention, LTV and ROAS honestly: a D30 number only means something for cohorts that are at least 30 days old.

Segment cohorts by source, country, platform and version to see where performance actually comes from — blended cohorts hide mix changes.

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Blended Retention Mix AnalyzerSplit blended retention into segments and see how a mix shift can hold the average flat while the market you are scaling burns.
Cohort LTV & Retention SimulatorFit a power-law decay curve to your cohort metrics. Project Day 365 survival and estimate cohort LTV.

Field notes

The Maturity IllusionMost teams don't lose money because their data is wrong. They lose it because they treat immature data as mature truth — and pivot before the numbers have finished baking.

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