Cohort analytics

At a glance: Cohort groups app users by acquisition date. This enables you to perform performance analysis across user life-cycles. Use Cohort to gain insights as to how differences in campaigns alter KPIs.

Revenue by cohort day broken down by media source 

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Cohort

To use Cohort, select users from one or more of your apps and cohort them by conversion date.  Cohort analysis metrics like revenue, ROI, and event conversion rates are available. The cohort can be further broken down, for comparison purposes, into dimensions like campaign or media source. Doing so enables the uncovering of patterns or changes in performance over user or campaign life-cycles. See Cohort analysis: back to basics and Cohort use cases

The following cohort trends are available:

  • User lifetime performance 
    Users are grouped by conversion day. This enables you to compare user performance post-conversion, starting with the conversion day, referred to as cohort day 0.  A maximum of 180 cohort days display. This trend is typically used to evaluate user performance relative to the media source.
  • KPI by attribution time
    Users are grouped by conversion time (date). This enables you to evaluate campaign performance over time and to view campaign KPIs relative to the conversion time (date).

    CohortSetup.jpg

The difference between the cohort trend types is illustrated in the example that follows. 

Example: Days post-conversion trend vs. conversion time trend

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 day of installation.

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To use Cohort, in the Dashboard, go to Dashboard > Cohort

Using Cohort

Setting up and using Cohort

To set up a cohort analysis:

  1. Go to Dashboard > Cohort.
    The Cohort window opens. The conversion date range displays

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  2. Set the conversion date range.  Meaning the user acquisition (UA) or Retargeting engagement date.
  3. Click Edit Cohort.
    The Cohort setup window opens.

    CohortSetup.jpg

  4. Complete the following:
    • Cohort type: Choose User Acquisition or Retargeting.
    • Trend type: User lifetime performance or KPI by attribution time
    • Users of the apps: Select one or more apps. 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.
  5. Click Apply Changes.
    The report displays.
  6. Use one of the trend type procedures sections,  to complete the cohort setup.

Trend type — User lifetime performance (default)

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. The maximum number of days is 180. 

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  • Select a metric, function and per userNote: Not all combinations of metric, function and per user are available.  
    • Metrics: Revenue, Sessions, Uninstalls, ROI, In-app event 
    • 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 using an in-app event. Calculated using the number of unique user in-app events divided by the number of unique app users in the cohort. 
    • 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 ChartCharts display the top 5/10 ranked by the number of app users in the cohort. This is irrespective of the dimension displayed. Tables display up to 50 rows.
  • On day or Cumulative:
    • On day means the value of the metric for that day only. 
    • Cumulative means the cumulative or running total of the metric.

Trend type — KPI b attribution time

Users are grouped into cohorts by attribution time (date).  

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  • Select a metric, function, KPI days and per user Note: Not all combinations of metric, function and per user are available.  
    • Metrics: Revenue, Sessions, Uninstalls, ROI, In-app event 
    • 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 using an in-app event. The calculation is the number of unique user in-app events divided by the number of unique app users of the cohort. See example. 
    • KPI daysSelect 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 ChartCharts 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. 

List of dimensions for grouping and filtering

Dimensions for grouping and filtering
Dimension Comments Group by Filter by
Ad  
Ad ID  
Adset  
Adset ID  
Agency  
Apps* Relevant when the report contains multiple apps x
Attributed touch-type* Values can be: Click, impression, or NA (organic)
Campaign  
Campaign ID  
Channel  
Conversion type*

Depends on cohort type:

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

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
  x
Install app store

Relevant and available for apps that target the Chinese domestic market 

Keywords

Search keywords provided by the integrated partners

Media source  
Revenue Type*

 Values can be: Regular, Ad monetization

 x
Site Id  
Sub Param 1  
* Dimension value calculated by AppsFlyer. Define the metric 

Export the cohort to a CSV file

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:

To export days post-conversion trends to CSV files.

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

FAQ

Q: Can I view Apple Search Ads keyword Cost and ROI Yes you can.
A: Apple Search Ads provides us with the cost for each keyword per day broken down by Campaign\Adset\Ad. Note: Breakdown by Geo/country is not available.

Use cases

Days post-conversion trend Vs. conversion time

An advertiser runs two email retargeting campaigns during November. Emails are sent on a Monday and Friday. 

Days post-conversion trend

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Conversion time trend

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Revenue sum by country

Chart: Cumulative revenue per user

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Table: Revenue per day

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In-app event conversion

An advertiser defines an in-app event mobile_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

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Cohort for agencies

  • The advertiser needs to grant the agency permission to use Cohort. 
    • To grant permission to an agency, the advertiser:
      • Goes to Configuration > Integrated Partners.
      • Select the agency.
      • Go to the permissions tab, enable Allow access to your retention and cohort reports.
  • Agencies are limited to accessing traffic generated by the agency.

Traits and limitations

Traits

Cohort traits
Trait Cohort supports Remarks 
Ad networks  x  
Agencies
  • Limited to one app 
  • Hybrid accounts can't access Cohort
  • Require access permission on an app by app basis.
  • Can't select multiple apps
  • Access to organic data not possible
Agency transparency  x  
App-specific time zone

Exception: In all of the following cases, AppsFlyer ignores the app-specific time zone and uses the default time zone being UTC +0:

  • The cohort report contains data from multiple apps and the apps have different time zones.
  • The apps all have the same time zone and the time zone for at least one of the apps changed during the cohort report period. To determine the report period:
    • Start date: The first date in the conversion date range
    • End date: Is calculated by adding the number of days in the display duration to the last date in the conversion date range. Example: Last date: Jan 1, 2019. Report duration: 30 days. End date: Jan 31, 2019.
App-specific currency  Exception: All apps need to use the same currency
Size limitations N/A  
Organic data Included
Non-organic data Included
Data freshness Daily  
Historical data

Earliest conversion data (install or retarget) supported: December 5, 2018

Team member access  

Limitations

  • 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
  • Cost data is not available for Geo and date groupings
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