Cohort view
Tracking the leads acquired in a window forward to today, however long conversion takes.
Definition
A cohort view groups leads by when they were acquired, then follows that fixed group through the funnel over time. The question it answers: "The leads we bought in March — what did they eventually do?"
Because conversion takes weeks or months, young cohorts always look incomplete. Cohort analysis handles this with progression curves — comparing a cohort at week six against how earlier cohorts looked at week six — and with maturity projections that estimate where a young cohort will land.
Why it matters
Without a cohort lens, recent campaigns are judged on conversions that haven't had time to happen, and the most common result is killing campaigns that were working. Cohort view is how you evaluate marketing on what it actually produced.
How Pennant treats it
Pennant's cohort view tracks any acquisition window to today, with twelve-week cohort curves, maturity projections, and daily/weekly/monthly cohort tables — one click away from the period view of the same data.