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Cohort Analysis Dashboard

Last updated on Jun 04, 2026

Overview

The Cohort Analysis dashboard helps users analyze customer revenue performance over time by grouping customers into cohorts based on acquisition periods.

The dashboard provides visibility into long-term revenue trends, advertising efficiency, MER performance, and ROAS performance across monthly cohorts.

Accessing the Cohort Analysis Dashboard

Steps

  1. Navigate to Dashboards

  2. Select Cohort Analysis

What is Cohort Analysis?

Cohort Analysis groups customers based on a shared time period, such as the month they were acquired, and tracks their performance over time.

This helps teams understand:

  • Customer lifetime value trends

  • Revenue retention patterns

  • Advertising efficiency

  • Long-term campaign profitability

Cohort Analysis Types

The dashboard supports two analysis modes:

  • MER Analysis

  • ROAS Analysis

Users can switch between these views using the Cohort Analysis Type selector.

MER Cohort Analysis

MER Cohort Analysis focuses on evaluating overall marketing efficiency across customer cohorts.

What is MER?

MER (Marketing Efficiency Ratio) measures how efficiently advertising spend generates revenue. The formula is: MER = Total Revenue ÷ Ad Spend.

Higher MER values generally indicate stronger marketing efficiency.

MER Metrics

The MER view includes: Total Revenue, Ad Spend, Effective MER, and Monthly cohort revenue values

ROAS Cohort Analysis

ROAS Cohort Analysis focuses on measuring advertising return generated from customer cohorts over time.

What is ROAS?

ROAS (Return on Ad Spend) measures the revenue generated for every dollar spent on advertising. The formula is: ROAS = Revenue ÷ Ad Spend

Higher ROAS values generally indicate better advertising profitability.

ROAS Metrics

The ROAS view may include: Total Revenue, Ad Spend, Effective YTD ROAS, and Monthly cohort revenue values

Month Selection

Users can choose how many months of cohort data should be displayed.

Available Options

  • 12 Months

  • 18 Months

12-Month Cohort View

The 12-Month option displays cohort performance for the most recent 12-month period.

Benefits

  • Faster trend analysis

  • Cleaner reporting view

  • Focus on recent customer performance

18-Month Cohort View

The 18-Month option expands the cohort analysis to include a longer historical period.

Benefits

  • Long-term customer analysis

  • Extended retention visibility

  • Historical revenue trend comparison

Understanding the Cohort Table

The cohort table displays customer cohort performance month by month.

Table Structure

Rows

Each row represents a customer acquisition cohort based on a specific month.

Example:

  • May 2026 Cohort

  • Apr 2026 Cohort

  • Mar 2026 Cohort

Core Metrics

Total Revenue

Displays the total revenue generated by the cohort.

Ad Spend

Displays the advertising spend associated with the cohort.

Effective MER / Effective YTD ROAS

Displays the calculated efficiency metric for the cohort based on selected analysis type.

Cohort Revenue Heatmap

The cohort matrix uses visual highlighting to help users quickly identify high-performing cohorts.

Heatmap Behavior

  • Darker cells indicate higher revenue contribution

  • Lighter cells indicate lower revenue contribution

  • Visual intensity helps identify strong and weak retention trends

Revenue Progression Analysis

The cohort table helps users understand how customer revenue evolves over time after acquisition.

Example Insights

Users can identify:

  • Strong acquisition months

  • High-value cohorts

  • Long-term revenue retention

  • Declining customer value trends

  • Seasonal purchasing behavior

Common Use Cases

Customer Retention Analysis

Understand how well customers continue generating revenue after acquisition.

Marketing Efficiency Tracking

Measure advertising profitability across customer cohorts.

Long-Term Revenue Forecasting

Analyze how revenue accumulates over time from specific customer groups.

Seasonal Trend Analysis

Identify periods with stronger customer retention or purchasing activity.

Campaign Performance Evaluation

Compare cohort profitability across acquisition periods.

Best Practices

  • Compare MER and ROAS views regularly

  • Monitor long-term cohort performance trends

  • Analyze changes in retention patterns

  • Use the 18-month view for historical comparisons

  • Focus on high-performing acquisition periods

Troubleshooting

Missing Cohort Data

Verify:

  • Data integrations are connected

  • Reporting period contains available cohort data

  • Customer acquisition tracking is enabled

Inconsistent Revenue Values

Ensure:

  • Correct analysis type is selected

  • Date range configuration is accurate

  • Data synchronization completed successfully

Cohort Table Not Loading

Check that:

  • Dashboard permissions are enabled

  • Browser session is refreshed

  • Reporting data is available

Understanding Cohort Performance

Strong Cohorts

Strong cohorts typically show:

  • Higher retained revenue

  • Stronger MER or ROAS values

  • Consistent revenue growth over time

Weak Cohorts

Weak cohorts may indicate:

  • Poor retention

  • Lower advertising efficiency

  • Reduced long-term customer value

Recommended Metrics to Monitor

Revenue Metrics

  • Total Revenue

  • Monthly Cohort Revenue

Advertising Metrics

  • Ad Spend

  • Effective MER

  • Effective YTD ROAS

Retention Metrics

  • Revenue progression by month

  • Long-term cohort performance

  • Retention consistency

Additional Resources