What it is
A group of users from one week
Users who arrived in the same period and are then counted together: how many of them pay on day 7, day 30, day 90. Only cohorts show whether traffic got better — total revenue grows from old players too.
Example
What it looks like in numbers
Week-one cohort: 1,000 registrations, 90 paying by day 30. Week-four cohort after new creatives: 1,000 registrations, 140 paying. Monthly revenue grew 20%, but it was the cohorts that showed the creatives did it, not the season.
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