What is cohort analysis?
Cohort analysis groups users who share a start point, such as their first visit week, and tracks how they behave over time.
A cohort is a group of users with something in common, most often the date they first visited. GA4's cohort exploration shows, for example, how many people who first came in March returned in each following week. It reveals whether visitors come back and whether changes to your site or marketing improved loyalty over time.
Why it matters for your business: Cohorts show whether you are building repeat visitors and customers, not only one-time traffic.
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