Go beyond one-time conversions and learn how to measure long-term customer value using cohort analysis. In this course, you’ll build the skills to evaluate retention, identify churn patterns, and understand what drives customer loyalty over time.

You’ll begin by learning how to read cohort tables and interpret retention curves. You’ll identify key patterns such as cliff drops, gradual churn, and stabilization and understand what each pattern reveals about customer behavior. From there, you’ll analyze cohort performance across segments to uncover which acquisition channels and customer behaviors lead to stronger long-term outcomes. You’ll also learn how to connect cohort insights to real business decisions. Using tools like Google Analytics 4 (GA4) and spreadsheets, you’ll calculate retention metrics, evaluate lifetime value (LTV), and identify early behaviors that predict long-term success. You’ll apply these insights to propose targeted retention strategies and improve marketing performance. By the end of this course, you’ll be able to translate cohort data into actionable insights that improve customer retention and maximize lifetime value. These skills are essential for roles in marketing analytics, growth strategy, and product analytics.