Cohort analysis

Your best customers and campaigns are hiding behind aggregate data

Use cohorts to segment and compare different buyer groups, visualize micro-trends hiding behind aggregate data, and measure ROI for campaigns with significant time lag between clicks and conversions.

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Trusted by GTM teams around the world
How it works?

① Collect

First we take your marketing 
and sales data out of silos and aggregate it in HockeyStack.

② Standardize

Then we clean and standardize it so you can analyze any data points across any platforms or tools.

③ Simplify

Last, we make it radically simple for anyone on your team to analyze results and action insights.

Pinpoint your ideal customers

Filter customers by product, region, ICP criteria, or any number of dimensions so you can identify your most valuable customers fast. For example, which customers have the highest ACV? The fastest sales cycles? The highest ad CAC? Cohort analysis will tell you.

Analyze customer journeys independently

Segment visitors or customers into groups and analyze their customer journeys independently. For example, segment newsletter subscribers, buyers from Linkedin ads, or high intent accounts into their own customer journey segments to track touchpoints and behavior independently.  

Measure ROI, even with time lags

Measure paid campaign ROI over extended periods of time, no matter how much time passes between spend and conversions. For example, if someone clicks on an ad but converts two months later, tie the conversion to the spend from two months ago, not the spend from today. 

Add segment filters to any data

Want to analyze performance, but only for a specific segment of buyers? Add a segment filter to any report. For example, want to analyze paid ad performance but only for people from businesses with 500 employees or more? Add a segment filter. 

What's possible?

Six common ways our customers use cohort analysis

Franchise cohorts

Newsletter, podcast, or series subscribers? Compare subscribers vs. non-subscribers to see which franchises produce the best leads and buyers.

Blog entrance cohorts

Track organic blog entrances in their own cohort to see which blog posts generate buyers in the future- even if that future is years away.

High-intent cohorts

Create a cohort of high-intent prospects (using our predictive intent) that you can share with sales and compare to low-intent buyers.

LinkedIn ad impression cohorts

Create a cohort for accounts with LinkedIn ad impressions so you can measure conversions from people who saw ads but came to you directly to convert.

Customer cohorts

Analyze different ICPs in their own segments so you can spot trends in unit economics that were disguised at the aggregate level.

Pipeline source cohorts

Measure the quality of different marketing tactics and channels by tracking performance by pipeline source.

What's possible?

Six common ways our customers use cohort analysis

Franchise cohorts

Newsletter, podcast, or series subscribers? Compare subscribers vs. non-subscribers to see which franchises produce the best leads and buyers.

Blog entrance cohorts

Track organic blog entrances in their own cohort to see which blog posts generate buyers in the future- even if that future is years away.

High-intent cohorts

Create a cohort of high-intent prospects (using our predictive intent) that you can share with sales and compare to low-intent buyers.

LinkedIn ad impression cohorts

Create a cohort for accounts with LinkedIn ad impressions so you can measure conversions from people who saw ads but came to you directly to convert.

Customer cohorts

Analyze different ICPs in their own segments so you can spot trends in unit economics that were disguised at the aggregate level.

Pipeline source cohorts

Measure the quality of different marketing tactics and channels by tracking performance by pipeline source.

Turn measurement into a profit center (not a cost center) with a GTM partner you won’t outgrow

We built HockeyStack to grow with you. As your marketing mix gets more diverse and sophisticated with size, so do we.

“Every once in a while you see a company and know it will be the next big thing. That’s HockeyStack for me”

Peep Laja,
Founder & CEO, Wynter

Cognism’s Demand Campaign Optimization with HockeyStack

Discover how the demand generation team at Cognism uses HockeyStack to gain radical alignment around revenue and optimize their inbound and outbound pipelines.

READ CASE STUDY ‣

“HockeyStack is an amazing end-to-end attribution tool! The amount of insights you 
could get is unmatched. It basically shows your funnels in another perspective.”

Canberk Beker
Global Head of Paid @Cognism

Oneflow Doubles Visitor to MQL Rate Using HockeyStack

How OneFlow used cohort reports, incremental lift, and multi-touch attribution to gain visibility into what channels, campaigns, and creatives influenced purchases so they could optimize ad campaigns for pipeline and revenue, not just platform metrics

READ CASE STUDY ‣

“We use HockeyStack as a web analytics + revenue attribution platform with complete view into the customer lifecycle. Most of our quarterly OKRs and target metrics are measured directly from HockeyStack.

Anand Nambiar
Head of Demand Gen, Marketing & MarkOps

How Whatfix Optimizes Their Content With HockeyStack

Discover how the content team at Whatfix uses HockeyStack to understand how content influences their pipeline and to showcase content’s impact across opportunities where they previously had no data.

READ CASE STUDY ‣

“Now we can nail down attribution to identify both contacts and companies that have engaged with any of our content at any time in their buying journey.”

Levi Olmstead
Associate Director, Content Marketing

Ready to see HockeyStack in action?