---
title: Cohort analysis
description: Cohort analysis examines how groups of customers behave over time. It’s used to measure retention, engagement, or conversion trends across segments.
---

[B2B marketing glossary ](https://mixology-digital.com/glossary)

# [Cohort analysis](https://mixology-digital.com/glossary/cohort-analysis)

 Written by [Mixology Digital](https://mixology-digital.com/glossary/author/mixology-digital) | Nov 14, 2025 11:54:54 AM

Cohort analysis examines how groups of customers behave over time. It’s used to measure retention, engagement, or [conversion](https://mixology-digital.com/glossary/conversion) trends across specific segments.

In B2B marketing, cohorts might be defined by [acquisition](https://mixology-digital.com/glossary/acquisition) source, onboarding month, or campaign type. Tracking their performance reveals long-term [ROI](https://mixology-digital.com/glossary/roi) and lifetime value patterns.

This method supports more nuanced forecasting and [attribution](https://mixology-digital.com/glossary/revenue-attribution), allowing teams to invest in audiences that demonstrate sustained profitability.

[View full post](https://mixology-digital.com/glossary/cohort-analysis)

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