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 days post-install broken down by media source 

FullCohort.jpg

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

Cohort conversion types:

  • User acquisition
  • Retargeting
  • Unified: combined performance of user acquisition and retargeting campaigns. If an event is attributed to both conversion types, only the retargeting event is included. Meaning, the report is generated using events where is_primary=true

Cohort trend types:

  • 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).

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

Example: User lifetime performance trend vs. KPI by attribution 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.

CohortExample_en-us.jpg

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

    mceclip1.png

  2. Set the conversion date period (1-32 days). 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:
      • User acquisition.
      • Retargeting
      • Unified: includes events of both user attribution and retargeting conversions. Note: retargeting events take precedence over user acquisition events meaning the report contains events where is_primary=true
    • Select a Trend type:
      • User lifetime performance. 
      • 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 procedure sections to complete the cohort setup.

Trend type — User lifetime performance

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. 

DaysPost.jpg

  • 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. 
      • Countcount 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 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 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 by attribution time

Users are grouped into cohorts by attribution time (date)

KPIdays.jpg

  • 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 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 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.
  • CSV files are limited to a maximum of 10,000 rows.
  • The CSV export function is limited to User lifetime performance reports.

To export cohort reports 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

Cohort FAQ
Question Answer
Can I view Apple Search Ads keyword Cost and ROI. Yes, you can.
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.
For a given media source, why does the same campaign name display more than once
  • If you use the same campaign name with campaigns having different campaign IDs then the name displays more than once. 
  • You should allocate campaign IDs unique names
  • When changing campaign names, data is aligned to the last name used.

 

Use cases

 

Revenue sum by country

Chart: Cumulative revenue per user

CohortGraph.png

Table: Revenue per day

CohortTable.png

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

.Cohort-inapp

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

Cohort traits and limitations
Trait Yes  / No x Remarks 
Ad network access to Cohort  x  
Agency access
  • 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
Limitations  
  • CSV download files:
    • Maximum 10,000 rows
    • Is not available for the KPI by attribution time trend.
  • 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
  • Cost data is not available for Geo and date groupings
Organic data Included
Non-organic data Included
Data freshness Daily  
Historical data

Earliest conversion data (install or retarget) supported: January 1, 2019

Team member access  
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