10,6%
Rynek reklamy online w Polsce wzrósł o 10,6% w pierwszym kwartale 2026 roku.
IAB Polska/PwC01/2026Poland
A group of customers identified by a common starting point (e.g., month of first purchase, acquisition source) and tracked over time.
Why it matters
Averaged numbers hide changes. Cohorts show whether new customers are better or worse than previous ones.
What's missing without it
Without cohort segmentation, product improvements get lost in averages calculated together with older customers.
When it is used
When evaluating changes in onboarding, comparing traffic source quality, analyzing retention.
How we use it
The March cohort has 44% retention after six months, while the April cohort has 51% — something between those months worked better.
Numbers worth knowing
Marketing in data
77 500 000 000
Liczba odsłon reklam online w Polsce w lipcu 2026
Gemius08/2026Poland
83%
Od lipca 2024 do czerwca 2026 wskaźnik zgłoszeń reklam oszukańczych spadł w Polsce o 83%.
Meta09/2026Poland
Figures from the same field — collected in our market data base.