Cohort analysis is a powerful tool for understanding user behavior among groups who installed your app during the same period. It helps UA managers evaluate the long-term effectiveness of ad campaigns. Today, I’ll explain how to interpret cohort analysis, which metrics matter, and how to avoid common pitfalls.Key Metrics in Cohort Analysis Here are the core metrics I track in cohort analysis:Retention: Percentage of users still active after 1, 7, 14, or 30 days. Example: "The January 1 cohort...