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 locating 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, PetBox wants to measure users who download their app, and then start 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.


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