Cohort dashboard

• Cohort type
  • Unified: 
    • The combined performance of user acquisition and retargeting campaigns (including cost and revenue).
    • If an event is attributed to both conversion types, only the retargeting event is included. Meaning, the report is generated using the actual last touch media source. If you are familiar with raw data, it means events where is_primary_attribution=true. 
  • User acquisition: performance data from installs (reinstalls excluded unless specially enabled)
  • Retargeting: performance data from re-attributions or re-engagements
•  Trend type
  • User lifetime performance: Users are grouped by conversion time. This enables you to compare user performance post-conversion, starting with the conversion day, referred to as cohort day 0. Cohort disregards the event hour and uses only the event day. This trend is typically used to evaluate user performance relative to the media source.
    • For hour granularity the maximum number of hours is 72.
    • For day granularity the maximum number of days is 180. 
    • For week granularity the maximum number of weeks is 156
    • For month granularity the maximum number of months is 36

• • KPI by attribution time: Users are grouped by conversion time. This enables you to evaluate campaign performance over time and to view campaign KPIs relative to the conversion time.
• Cost-related metrics: In Cohort cost data is included only if there is an associated attribution (install, re-engagement, or re-attribution). In other words, if a campaign incurs cost based on clicks and impressions but has no attributions the cost isn't included in cohort reports. This principle holds true for all levels of the advertising hierarchy. 
• Granularity options

  Granularity type	Permitted period	Remarks
  Days	Select 1–60 days
  Hours	Select 1–72 hours out of the previous 72 hours	Cost related metrics not available
  Weeks	Up to 26 weeks
  Months	Up to 12 months

In this example, the same raw data is used to generate the two cohort trend types. The raw data table contains attribution events related to different users A, B, C, and D. The users engage with an ad, install the app, and post-conversion make one or more purchases. Cohort day 0 is the install day.

1. Go to Dashboard > Cohort.
   The Cohort dashboard opens. The granularity and conversion date range display.
   
2. Select the granularity. 
3. Set the attribution period (user acquisition or retargeting engagement). Data relating to the most recent dates can result in partial data indicated by dashes in charts and tables.
4. Click Edit Cohort.
   The Cohort setup window opens.
   

   

5. Complete the following:
   • Cohort type:
     • User acquisition.
     • Retargeting
     • Unified: includes the in-app events of both user attribution and retargeting attributions. Note: retargeting events take precedence over user acquisition events meaning the report contains events where is_primary_attribution=true. 
   • Select a Trend type:
     • User lifetime performance. 
     • KPI by attribution time.
   • Users of the apps: Select 1–many or all (means the top-100 apps in your account). Note: Agencies can only select one app.
   • 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 filter by. There are no default filters.
6. Click Apply changes.
   The report displays.
7. To complete the cohort setup, complete one of the trend-type procedures that follow. 
8. [Optional] Managing saved cohort reports.

Users are grouped into cohorts by post-conversion days. The conversion day is referred to as post-conversion day 0. The next as post-conversion day 1 and so on.

• For day granularity the maximum number of days is 180. 
• For week granularity the maximum number of weeks is 156
• For month granularity the maximum number of months is 36

• Select a metric, function, and per user: 
  Note! Not all combinations of metric, function, and per-user are available. 
  • Metrics: Revenue,Sessions, Uninstalls, ROI, In-app event, ROAS.
  • Functions: The metric is calculated using functions. The function list varies depends on the metric.
    • Sum: the total revenue on a cohort day. 
    • Count: count of events. For example, the number of sessions, number of revenue events, number of uninstalls, etc. 
    • 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 from install/retargeting to an in-app event. The number of unique users who perform a specific in-app event for the first time ever divided by the number of unique users in the cohort. For example, the number of [unique] users in a cohort is 100. Of these, 20 perform a specific in-app event for the first time. The In-app conversion rate is 20/100=20%. 
  • Per-user: when selected, the sum or count is divided by the number of app users.
• Display duration: The number of cohort days to display post-conversion. Day 0 is the conversion day, Day 1 the day following conversion, and so on. Note: The display duration is truncated if the result is a future date.
• Table or Chart: 
  • Charts display the top 5 or 10 ranked by the number of app users in the cohort. This is irrespective of the dimension displayed.
  • Tables display up to 50 rows. The users, cost, and average ECPI (effective cost per install) always display irrespective of the metric selected.
• On day or Cumulative:
  • On day means the value of the metric for that day only.
  • On day doesn't provide Cost related metrics.
  • Cumulative means the cumulative or running total of the metric. Note! In the context of a unique users metric, it means the number of unique users having performed a given event until a given cohort day. It is not the sum of unique users of the preceding days. 

Users are grouped into cohorts by attribution time. 

• Select a metric, function, KPI days, and per user : 
  Note! Not all combinations of metric, function and per-user are available. 
  • Metrics: Revenue, Sessions (not available in unified view), Uninstalls, ROI, In-app event, ROAS.
  • Functions: The metric is calculated using functions. The function list varies depends on the metric.
    • Sum: the total revenue on a cohort day. 
    • 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 from install/retargeting to an in-app event. The number of unique users who perform a specific in-app event for the first time ever divided by the number of unique users in the cohort. For example, the number of [unique] users in a cohort is 100. Of these, 20 perform a specific in-app event for the first time. The In-app Conversion rate is 20/100=20%. 
  • KPI time: Select from Day 0, Day 3, Day 7, etc. Day 0 is the conversion day only. Day 3 means the conversion day and the next three days, a total of four days, likewise, for the remaining days. The KPI value is totaled for the period selected. 
  • Per-user: when selected, the sum or count is divided by the number of app users.
  • 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: The value only on the cohort Day specified. For example, In the case of Day 7 this means the value on post-conversion day 7.
  • Cumulative where: The combined value of all the days specified in Days. For example, in the case of Day 7, this means the total of the conversion day and the following 7 days. Note! In the context of unique users, it means the cumulative number of unique users.

• My reports enable you to save the current dashboard settings for future use. 
• Select a saved report to display the most current cohort data available.
• You can save one or more reports.
• Only you can access your My reports. 

Use the Real-time Cohort control to select the data display mode:

• [Default] Real-time:
  • Attribution data updated continuously in real-time including revenue.
  • Cost data updates 6 times a day on average every four hours.
  • Partial data (indicated by dashes in reports and charts) is included
• Daily: Data is updated daily and available a few minutes after midnight. Data of partial days does not display. 

What is partial data?

For a given day in the conversion data range, if the number of days that have elapsed since the conversion date is less than the cohort day, that cohort day contains partial data. Meaning partial data occurs on any day where the cohort day > current date-conversion date.

• Cohort reports can be exported to CSV files.
• CSV files are limited to a maximum of 10,000 rows.
• The CSV export function is limited to User lifetime performance reports.
• Columns names having a partial suffix is the equivalent of dashes that display on charts and tables in the user interface.

To export cohort reports to CSV files:

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

• The advertiser needs to grant the agency permission to use Cohort. 
  • To grant permission to an agency, the advertiser:
    • Goes to Configuration > Active Integrations.
    • Select the agency.
    • Go to the permissions tab, enable Allow access to your retention and cohort reports.
• Agencies are limited to accessing data of traffic generated by the agency. They can't see data related to organic traffic or non-organic traffic generated elsewhere.

Revenue sum by country

Chart: Cumulative revenue per user

Table: Revenue per day

In-app event conversion

An advertiser defines an in-app event af_purchase. The cohort chart displays the percentage of app users in the cohort who made a mobile purchase. We can see on day 10 for instance that close to 30% (11.11%+9.71%+7.47%) of the cohort users performed a mobile purchase

.