Cohort Analysis in Zoho CRM lets you study how a group of customers or records who share a common starting point behave over time, rather than looking at all your data blindly without accounting for the natural life cycle a customer goes through.

What it's used for

• Customer retention. Group customers by when they first subscribed or converted, then track what percentage of each group remains active over time.
• Trial-to-paid conversion. If you run a one-month product trial, cohort analysis shows how quickly trial users make repeat purchases and what value they bring, rather than just counting sign-ups.
• Sales cycle and deal conversion trends. Track how long deals take to close within a given month or quarter, and spot whether conversion times are drifting in the wrong direction.

Filtering and grouping

You can filter a cohort analysis by sales rep, region, product, or other dimensions, and group data by day, week, month, quarter, or year, depending on whether you're looking at short-term campaign performance or long-term trends across a whole year.