Key Metrics in Cohort Analysis
Here are the core metrics I track in cohort analysis:
 - Retention:
Percentage of users still active after 1, 7, 14, or 30 days.
Example: "The January 1 cohort had a Day 7 retention of 40%."
 - LTV (Lifetime Value):
Revenue generated by a user over their lifetime.
Example: "TikTok Ads cohorts showed an LTV of $5 over 30 days."
- ROI (Return on Investment):
Revenue vs. ad spend.
Example: "Google UAC cohorts achieved 120% ROI in Month 1."
- CPA (Cost Per Action):
Cost to acquire a user who completes a target action (e.g., purchase).
Example: "Facebook Ads cohorts had a $10 CPA."