Metrics · C4 Economics & metrics
Cohort Analysis
Also: cohort retention
Definition. Tracking the retention, engagement, or expansion of a defined group of customers (usually grouped by signup period) over time, rather than blended averages. Reveals whether the product is actually improving and exposes churn that averages hide.
Related terms
Where this sits
Part of the Metrics set within the GTM World Model — cluster C4, Economics & metrics.
How to cite this
@misc{shalvi_gtm_cohort_analysis,
author = {Singh, Shalvi},
title = {Cohort Analysis — GTM World Model Glossary},
year = {2026},
url = {https://shalvisingh.com/gtm/glossary/cohort-analysis}
} Singh, Shalvi. "Cohort Analysis — GTM World Model Glossary." shalvisingh.com, 2026. https://shalvisingh.com/gtm/glossary/cohort-analysis