Cohort analysis checklist: before, during, and after the analysis
This checklist covers the full cohort analysis cycle. Use it for both initial setup and recurring monthly retention reviews.
Before the analysis
- Define the cohort type: acquisition (by signup date) or behavioral (by action taken)
- Choose the grouping period (daily, weekly, or monthly) based on user volume
- Define the retention event: what specific action counts as “active”?
- Document the retention event definition for future consistency
- Set up the cohort report in the analytics tool with the correct time intervals
- Decide which segments to compare: behavioral cohorts, acquisition channels, plan tiers
During the analysis
- Read across rows: how does each cohort’s retention decay over time?
- Read down columns: is the same time-point retention improving across newer cohorts?
- Look for anomalous cohorts and correlate with product changes or external events
- Compare behavioral cohorts (completed onboarding vs. skipped, activated feature vs. did not)
- Compare acquisition channels for retention differences
- Identify the steepest drop in the retention curve
After the analysis
- Write findings using “What / So What / Now What” for each pattern
- Quantify the business impact of improving retention at the steepest drop
- Recommend product changes targeting the steepest drop and activation events
- Set retention targets for the next quarter’s cohorts
- Set up the cohort report as a recurring dashboard reviewed monthly
- Flag incomplete cohort data points to avoid misleading comparisons