06.3.2 · Skill in Behavioral analysis
Cohort analysis
Comparing groups of users who started at the same time or share a trait.
Cohort analysis follows groups over time, such as everyone who signed up in March. It separates real improvement from growth that hides churn. It is the standard way to read retention.
Resources
2- articleStart hereThe complete guide to cohort analysis ↗Amplitude · 2026 · 20 min
How cohorts work, how to read a retention grid, and common mistakes such as cohorts that are too broad.
- articleStart hereWhat is good retention: an exhaustive benchmark study ↗Casey Winters, with Lenny Rachitsky · 2020 · 6 min
Retention benchmarks by business type, collected from growth practitioners, and why the shape of the curve matters more than one number.