What the average hides inside a flag rollout
Aggregates flatter. When a flag lifts desktop conversion while mobile retention slips, an average can still look “fine.” Cohort flag analysis asks which plans, platforms, and regions absorbed the change.
Define cohorts before the experiment, not after a surprising chart. Align them to decisions you can act on—pricing tiers, app stores, or regions your support team staffs differently.
Then show the splits in the readout even when the headline is positive. Leadership trusts teams that bring the uncomfortable segments without being asked.