Cohort: Getting Started


The Cohort tool allows you to understand how often your customers return and engage with your website or product.

  • Analyze drivers of user retention as well as the factors related to churn
  • Create user cohorts based on repeated behaviors and attributes
  • Identify customers with high lifetime value (LTV)

Build your Cohort Analysis

Define your Cohort


To begin a cohort query, first select an initiating event. The first event of a cohort is required; a user must complete this event to enter a cohort. As with other tools, you may apply a Filter Where


You may select a different time zone from your project time zone on a per query basis by clicking on the globe icon on the top right of the query screen.


You can chain multiple events in a sequence using an "and then performed" clause. In the following example, if PetBox wants to measure users who Download their app, and then Open the App:


Generations and Breakouts


In addition to the first event, cohorts are defined by a shared generation or a shared property. A generation is a unit of time, such as a month. A monthly cohort would include all users who entered the cohort during that month. A property is a characteristic or attribute, such as device type. Cohorts defined by device type would include all users with an iPhone, all users with an Android, etc. A user will only appear once in a cohort analysis. Users will be put into the first time generation they fall into sequentially. Users will be put into the property breakout they in which they first appear during the time interval. 


Target Behavior


  • Event

Whereas the first event defined the cohort, the second event defines the target behavior that you would like to observe. Often this is an event that is repeated multiple times, such as a purchase. This is the event that represents the subsequent user behavior that you wish to analyze. 

  • Revenue

Target behavior can also be represented as revenue. Using revenue as the target behavior will analyze the revenue generated over time by each cohort.


Customize your Cohort

All Cohort queries can be further customized using the menu bar. Select the date range for your query. Users in Cohort must enter and complete the target behavior within the specified date range. The results for target behavior must be organized into intervals. Depending on the date range, you may choose Hourly, Daily, Weekly, or Monthly intervals. Choose to analyze Recurring vs. First Time behavior. Finally, first time cohort results may be measured on a Cumulative vs. Non-Cumulative basis.


Visualize your Cohort

Toggle between Circle Heatmap, Heatmap, Line Chart and Area Chart in the visualization dropdowns. Add Annotations to mark key events and milestones. Annotations are only available in line or area visualizations. Finally, download your cohort results to a CSV file.


Filter Where

Filter a query to include or exclude users who meet a certain condition. You can filter on event properties, user properties, or user segments. There is no limit to the number of filters you can apply to a single query row.

In the following example, PetBox wants to exclude any users who downloaded their app on Android. Therefore, the user selects the filter where function, and creates a filter where device type is not equal to Android.


In addition to is not equal to, you may filter a property in the following ways:

  • Is equal to
  • Is not equal to
  • Contains
  • Does not contain
  • Is defined
  • Is not defined 

Save your Analysis

For more information regarding your saving options, see Save your Analysis.


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