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Cohort

A group of users who started at the same time, tracked together so you can see how behaviour changes over their lifetime.

Example

Comparing how the "January sign-ups" cohort retains versus "February sign-ups" is cohort analysis.

Related terms

Churn
The percentage of customers (or revenue) you lose in a given period. High churn means people keep leaving.
Retention
The share of customers who keep using your product over time. The opposite of churn — high retention is a sign of a product people love.

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