Acquisition cohorts

Acquisition cohorts classify users based on how they discovered and started using a product. This analysis reveals which acquisition channels, campaigns, or referral sources lead to the most valuable and engaged users over time. Whether users arrive through paid advertising, organic search, social media, or referrals, their entry point often influences their understanding of the product's value and their subsequent behavior patterns.

Different acquisition sources can attract users with varying needs and expectations. For example, users who discover a product through detailed comparison reviews might show higher retention rates than those who click on promotional ads. By tracking these cohorts separately, teams can measure the true return on investment (ROI) of different marketing channels beyond initial conversion rates.

Acquisition cohort analysis can help optimize marketing spend and user onboarding strategies. Teams can identify which channels bring in users who activate quickly, engage deeply, and retain longer. This understanding enables more efficient resource allocation and helps tailor onboarding experiences to match user expectations based on their acquisition source.