Cohort Overview


The Cohort tool measures your users' behavioral patterns by organizing them into related groups and tracking them against a target action over time. In Indicative, a cohort is created by first identifying a set of users who performed an Event or series of Events. Then, the cohort is segmented by time and/or properties.

Cohort is most commonly used for:

  • Identifying trends in the user life cycle
  • Understanding user engagement over time
  • Understanding user retention and churn over time
  • Grouping users to identify behavioral trends
  • Calculating Lifetime Value by identifying repeated user performance
  • Understanding long-term results of A/B test groups

Begin an Analysis


The Cohort tool is designed to track a user group's completion of a target behavior over time. To help illustrate this, the query builder in Cohort is broken into three parts.

  • Define a Cohort: the group of users who will be included in the cohort analysis. They are created by selecting an event or series of events which a user must have completed to be included in the user group.
  • Select a Breakout: select how your cohort analysis will be broken out. You may use event properties, user properties, or time generations.
  • Select a Target Behavior: a single target action that members of the selected user group should complete.

To get started, fill out each of these three sections and hit run.

What are Time Generations?


Time Generations are an automatically generated property type available in Cohort. They group users based on the hour, day, week, or month that they completed the prerequisite cohorting action (set in Define a Cohort). These groups are then charted and compared against each other, exposing differences in behavior over time.


For example, if a cohort is defined as those who completed the event Create Profile, the target action is Purchase Product, and the time generation is Hour of, then users are broken out into cohort based on the hour that they completed Create Profile. These groups may then be compared against each other for completion of the target action, Purchase Product.

"By" Clause in Cohort

In Cohort, "By" clauses are applied differently than in other tools. When building a cohort analysis, the "By" clause applies across all query rows.

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