Cohort analysis

Following a cohort's behaviour and revenue as it ages, so you compare like with like instead of mixing users of different maturities.

Why it matters

Blended numbers hide everything that matters: a strong new cohort looks weak next to mature users who have had months to spend. Cohorts are the only way to tell whether last week’s campaign is genuinely better than the one before it.

How justtrack handles it

justtrack reports revenue, retention and ROAS by install cohort, so a day-7 number is always compared against another day-7 number.

Related terms

• Cohort
• Lifetime value (LTV)
• Retention rate