Build cohort analysis tables from user data. Visualize retention, engagement, and revenue by acquisition cohort with heatmap coloring.
Acquisition dates become row labels, while later activity or revenue becomes a sequence of period offsets. The analyzer groups users into acquisition cohorts, builds a cohort table, and applies heatmap coloring so strong and weak cells can be compared quickly. The key interpretive trap is the horizontal axis: period 1 means one period after acquisition for every row, not one shared calendar week or month. Results therefore depend on consistent acquisition dates, activity dates, and the chosen interval.
Each user is assigned to the cohort containing that user's acquisition date. Activity is then placed into columns according to elapsed time from acquisition. In a retention view, each later-period cell represents the returning portion of that starting cohort; engagement and revenue views instead summarize their corresponding values. Changing the interval can move acquisitions and follow-up activity to different cells.
The resulting matrix keeps acquisition cohorts in rows and elapsed periods in columns. Heatmap coloring makes higher and lower cell values easier to scan across the matrix. Color is only a visual encoding of the selected metric, so comparisons should use the displayed values and metric units, especially when switching among retention, engagement, and revenue.
Period 0 is the acquisition period and normally contains the users who define the cohort. It therefore serves as the starting point against which later return activity is compared. Later cells can be lower because they represent activity after acquisition. Do not interpret period 0 as evidence that every user returned during a later period.
No. Retention describes the returning share or count of a cohort, while revenue is a monetary aggregation associated with that cohort and period. Similar colors can represent entirely different units and ranges. Compare values within the same metric view, and confirm whether the revenue figure shown is a total, average, or another aggregation before drawing conclusions.
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