A cohort is a group of mobile users with common characteristics like taking the same action within an app or being from the same location. Cohort analysis is an analysis method used to understand the behavior patterns of specific users to increase conversion and user engagement. Analyzing commonalities and conducting cohort analysis among those groups helps marketers interpret and compare marketing data easily. 

For example, understanding the behavioral pattern of users who downloaded the app and not completing the onboarding process helps marketers and app developers find the problem users face during onboarding. Finding this problem and making a data-driven decision using cohort analysis increases loyalty, retention rate, good reviews, and possibility to monetize users.