# Cohort Analysis

*Startups & Venture Capital — Finicade finance glossary*

Cohort analysis groups customers by when they joined and tracks each group separately over time. It's the antidote to aggregate metrics: total revenue growing can hide every cohort churning faster than the last, with new sales masking a deteriorating product. A retention curve that flattens rather than decaying to zero is the clearest quantitative evidence of product-market fit.

**Also known as:** cohorts, retention curve, cohort retention

**Related terms:** [Churn Rate](https://finicade.com/glossary/churn-rate), [Net Revenue Retention](https://finicade.com/glossary/net-revenue-retention), [Customer Lifetime Value](https://finicade.com/glossary/customer-lifetime-value), [Product-Market Fit](https://finicade.com/glossary/product-market-fit), [Customer Acquisition Cost](https://finicade.com/glossary/customer-acquisition-cost)

Source: https://finicade.com/glossary/cohort-analysis