Cohort maturity
How far along a cohort is in its conversion lifecycle — and the projection that says where it will finish.
Definition
A cohort is mature when essentially all the conversion it will ever produce has happened. Until then, its conversion rate is a moving number that only goes up — a six-week-old cohort showing 3.9% LTE may finish at 5%+.
Maturity curves make young cohorts readable: compare a cohort at week six against how previous cohorts looked at week six, and project its finish from that historical shape.
Why it matters
Judging a young cohort by its current rate is the most expensive routine mistake in enrollment marketing — it kills campaigns that were on a normal curve and funds ones whose early volume never converts.
How Pennant treats it
Pennant's cohort view shows twelve-week progression curves with a today-marker and a maturity projection, so "where will this land?" is on the chart instead of in someone's head.