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Cohort Analysis for Ecommerce: Build and Read Tables

Fairview · getfairview.com Free Beginner

The clearest plain-English walkthrough of what a cohort table actually is and how to read one - rows, columns, cells - before you touch a tool or a spreadsheet formula.

• A cohort table is rows (acquisition period), columns (time since first order), cells (% retained / cumulative LTV).
• Comparing cohorts side by side reveals problems a single average metric hides.
• Build the table manually once before automating it, so you understand what it's telling you.