After I wrote a post on six important cohort reports, I received a handful of questions about how to interpret cohort charts effectively. When I review cohort data from companies I work with, I look into three different trends to evaluate a =s performance. This is a cohort chart of hypothetical product indicating percentage of monthly active users each week for 12 weeks. =s great data here and but the amount of data can be overwhelming. Time flows down and right in the chart below.