Cohort reports

  • Advertisers

Analyze the performance of different app cohorts over time. Compare media source engagements. Gauge the ROI of retargeted users.

Cohort analysis

A cohort is a group of app users, acquired or retargeted during a given period, and who have common characteristics. Cohort reports enable comparisons of user performance. 

Cohort reports are LTV-based and contain organic and non-organic users.

Use case examples of Cohort reports 

  • ROI: Compare the ROI of users acquired using different media sources
  • Retargeting: Gauge the ROI of retargeted users 
  • Compare the number of active users for each of your apps

 Example: Revenue by country

Chart: Cumulative revenue per user


Table: Revenue per day


Setting up and displaying the Cohort report

Complete the following parts to set up and display the Cohort report:

Part 1: Define the cohort

Cohort definition consists of the following:

  • Conversion date range: Date range during which users were converted
  • Cohort type defines users who during the conversion date range were converted by:
    • User acquisition (new users) 
    • Retargeted (re-attributed and/or re-engaged)
  • Apps
  • Filter by dimensions like app install date, app name, acquisition, etc.
  • Group by dimensions which break the cohort into groups. For example, media source, country, campaign.

To set up the Cohort report:

  1. Go to Dashboard > Cohort.
    The Cohort window opens. In the upper-right of the window the conversion date range displays.


  2. Define the conversion date range.
  3. Click Edit Cohort.
    The Cohort setup window opens.


  4. Define the following to configure the cohort:
    • Mandatory fields:
      • Cohort type: Choose the cohort type from User Acquisition or Re-targeting.
      • Users of the apps: Select one or more apps.
      • Grouped by: Select one or more dimensions (Default: Media Source).
      • Minimum cohort size: Set the minimum cohort size. This avoids cluttering your report with insignificant (small) cohorts. (Default = 1)
    • Optional fields:
      • Filtered by: Select one or more dimensions to characterize the group by filtering. There are no default filters.
  5. Click Apply Changes.
    The cohort report displays.

Dimensions for group and filter by

Dimension Comments Group by Filter by 
Ad ID  
Adset ID  
Apps* Relevant when the report contains multiple apps  √  
Attributed touch type* Values can be: Click, impression, or NA (organic)
Campaign ID  
Conversion type*

Depends on cohort type:

  • User acquisition: Install
  • Retargeting: Re-engagement, Re-attribution
Country (Geo)*  Based on user IP address

Depends on cohort type:

  • User acquisition: The date the app was launched for the first time after acquisition
  • Retargeting: The date the app was launched for the first time after re-engagement


Keywords Search keywords provided by the integrated partner

Media source  
Revenue Type*

 Values can be: Regular, Ad monetization

Site id  
Sub Param 1  
* Dimension value calculated by AppsFlyer

Part 2: Define the metric 

Define the metric, calculation function, and select between the total (sum) value for the cohort or the value calculated per user. Note: Not all combinations of metric, function and per user are available.


  1. Select a metric from:
    • Revenue
    • Sessions
    • Uninstalls
    • ROI
    • In-app event
  2. Select the function. The metric is calculated using the function. The function list varies depending on the metric selected.
    • Sum
    • Count
    • Unique users: the unique number of users that performed an event. That means for example that if a user opened the app 10 times on a specific day that the result shown will be 1.
    • In-app Conversion: conversion rate based on custom in-app metric selected. The calculation is the number of unique user events divided by the number of unique users of the cohort. 
  3. Per user: when selected, the metric is calculated per user. That is the sum or count is divided by the number of users.

Part 3: Display the report


Set the display options:

  • Display duration: The number of days to display where day 0 is the conversion day, Day 1 the day following conversion, etc. Note: The duration is truncated where the result is a date in the future.
  • Table or Chart: Charts display the top 5 or top 10 ranked by the number of app users in the cohort. This is irrespective of the dimension displayed in the chart. Tables display up to 50 rows.
  • On day or Cumulative where:
    • On day means the value of the metric for that day only. 
    • Cumulative means the cumulative or running total of the metric.

Additional information

Export cohort reports to CSV files

Cohort reports can be exported to CSV files. Note: CSV files are limited to a maximum of 10,000 rows.

To export the cohort report to a CSV file:
  • In the upper-right side of the Cohort reports window, click Download.png(export).
    The cohort report CSV file is downloaded.


  • Reports use time zone UTC +0. 
  • Charts display the top 5 or top 10 ordered by the number of users in the cohort
  • Tables: Display the first 50 rows ordered by the number of users in the cohort
  • CSV files: Contain up to 10,000 rows ordered by the number of users in the cohort
  • Retargeting campaigns don't support ad spend, sessions, and uninstalls
  • Agency transparency is not supported
  • Agencies do not have access to Cohort reports
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