mackan.sql: Senior Data Analytics & Modeling on YouTube · Open on YouTube
Professional practice: how analytics teams actually work · Competent · Lesson 37 of 99 · 13 min video, then about 6 hours of practice
Funnel, cohort and retention analysis
After this you can build a conversion funnel and a cohort retention table in SQL, read a retention curve, and explain what each reveals about a product.
Why it matters
Funnels (what share of users reach each step) and cohorts (how groups who started in the same period behave over time) are the core of product, marketing and subscription analytics. Build both in SQL using CTEs and window functions. The traps are mixing cohorts of different maturity in one average, and calculating retention on calendar months when users signed up mid-month.
How to use this resource
Calculating churn and retention with cohort analysis in SQL, then visualising it, from a senior analytics practitioner.