The most common cohort dimension is signup month. Each row is a cohort; each column is a month-since-signup; each cell is the retention rate. Strong-PMF products show retention curves that flatten quickly; weak-PMF products show curves that keep declining toward zero.
The most diagnostic cohort dimension for marketing is acquisition channel. Cohorts acquired through different channels retain differently, and the gap usually reveals which channel is over- or under-investing. Channels with high retention deserve more spend; channels with low retention have an acquisition-quality problem upstream.
For landing-page analysis: cohorts acquired through different pages retain differently. A page that converts at 5% with 60% 30-day retention is better than a page that converts at 8% with 30% retention — the volume-quality tradeoff is real and cohort math is the only way to see it.
How Lytms scores it
Lytms does not run cohort analysis — different tool for a different question. The connection: page quality at acquisition is a leading indicator of cohort retention. Pages with weak Message + Awareness Fit scores tend to produce cohorts that don't retain even if conversion looks fine.
See also
See cohort analysis on your own page.
One URL. About 2 minutes.