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Perform Cohort Analysis

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Perform Cohort Analysis

This course is part of Advanced Campaign & Channel Analytics Specialization

Instructor: Professionals in the Industry

Included with Learn more

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2 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

2 hours to complete

Flexible schedule

Learn at your own pace

2 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

2 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Analyze cohort tables to measure retention, churn, and lifetime value
Identify patterns like cliff drops and stabilization in customer behavior
Compare segmented cohorts to evaluate channel and customer quality
Apply cohort insights to design data-driven retention strategies

Skills you'll gain

Tools you'll learn

Google Analytics

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Shareable certificate

Add to your LinkedIn profile

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Build your subject-matter expertise

This course is part of the Advanced Campaign & Channel Analytics Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 2 modules in this course

Go beyond one-time conversions and learn how to measure long-term customer value using cohort analysis. In this course, you’ll build the skills to evaluate retention, identify churn patterns, and understand what drives customer loyalty over time.

You’ll begin by learning how to read cohort tables and interpret retention curves. You’ll identify key patterns such as cliff drops, gradual churn, and stabilization and understand what each pattern reveals about customer behavior. From there, you’ll analyze cohort performance across segments to uncover which acquisition channels and customer behaviors lead to stronger long-term outcomes. You’ll also learn how to connect cohort insights to real business decisions. Using tools like Google Analytics 4 (GA4) and spreadsheets, you’ll calculate retention metrics, evaluate lifetime value (LTV), and identify early behaviors that predict long-term success. You’ll apply these insights to propose targeted retention strategies and improve marketing performance. By the end of this course, you’ll be able to translate cohort data into actionable insights that improve customer retention and maximize lifetime value. These skills are essential for roles in marketing analytics, growth strategy, and product analytics.

Customer growth depends not only on acquisition but also on how effectively users continue to engage over time. In this module, you will use cohort analysis to measure retention, churn, and lifetime value across different marketing segments. You will learn how to interpret cohort tables, identify retention patterns, and recognize signals such as steep churn drops, gradual decline, and high-performing cohorts. The module emphasizes practical interpretation and decision-making rather than manual report construction, reflecting how modern analytics tools generate cohort views automatically. By the end of this module, you will be able to analyze cohort retention patterns and identify opportunities to improve customer retention and long-term value.

What's included

2 videos3 readings2 assignments

2 videosTotal 8 minutes

The Retention Engine3 minutes
Reading a Cohort Table6 minutes

3 readingsTotal 15 minutes

About the Course Expert2 minutes
Steps to Build a Cohort Report8 minutes
Exemplar for Hands-On Activity: Build a Monthly Retention Table5 minutes

2 assignmentsTotal 25 minutes

Hands-On Activity: Build a Monthly Retention Table20 minutes
Knowledge Check: Cohort Mechanics5 minutes

Retention analysis becomes more valuable when it reveals the behaviors that predict long-term customer success. In this module, you will analyze cohort behavior to identify early engagement patterns linked to retention, churn reduction, and higher lifetime value. You will compare segmented cohorts, evaluate behavioral signals associated with successful customers, and assess how acquisition sources influence long-term outcomes. Through practical analysis activities, you will connect cohort insights to actionable retention strategies, including onboarding and lifecycle communication improvements. By the end of this module, you will be able to identify meaningful success indicators within cohort data and recommend retention strategies that support stronger long-term customer value.

What's included

1 video2 readings3 assignments

1 videoTotal 6 minutes

Demo: Analyzing Segmented Cohorts6 minutes

2 readingsTotal 13 minutes

Correlating Behavior With LTV (Life Time Value)8 minutes
Exemplar for Hands-On Activity: Propose a Retention Strategy5 minutes

3 assignmentsTotal 35 minutes

Graded Quiz: Cohort Analysis10 minutes
Hands-On Activity: Propose a Retention Strategy20 minutes
Knowledge Check: Strategy Alignment5 minutes

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Instructor

Professionals in the Industry

279 Courses25,646 learners

Offered by

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Frequently asked questions

This course is best for learners with basic data experience. Familiarity with spreadsheets and data concepts will help you understand retention metrics and cohort tables more effectively.

You’ll work with Google Analytics 4 (GA4) for cohort exploration and spreadsheets for analyzing retention tables and calculating key metrics like LTV.

Cohort analysis helps teams understand customer retention, evaluate marketing channel performance, and identify behaviors that drive long-term value. These insights are used to improve onboarding, retention campaigns, and overall growth strategy.

To access course materials, assignments, and earn a Certificate, you'll need to purchase the Certificate experience when you enroll in a course. Eligible learners may also have the option to start with a Free Trial. Some courses may also offer a Full Course, No Certificate option. This lets you access course materials, submit required assessments, and receive a final grade, but you won't be able to earn or purchase a Certificate.