How is AppsFlyer's Cohort Report Calculated?

A cohort is a group of people that have common characteristics and are treated as a group. 

AppsFlyer's Cohort Report provides advertisers with the ability to view and compare different metrics per multiple cohorts over different timeframes. For example, an advertiser can create different cohorts according to different GEOs and compare the average number of sessions per user for each cohort over the first 30 days of each user's activity.

The Cohort Report is comprised of 3 layers:

Define the Cohorts:

1. Define the cohort groups you would like to view:

1.1 Select the date range in which the users first launched the app.



1.2 Apply additional filters to divide these users to different cohorts by clicking Filter, defining the filters and groups-by (up to 4 parameters are allowed) and then clicking Apply


Select the Metric You Want to Analyse:

2. Click the Metric dropdown list to select the metric you would like to view per the different cohorts. 


The available metrics are:

  • Sessions per user
  • Revenue per user
  • Revenue events per user
  • Any in-app event reported by the advertiser (average number of occurrences per user for each event) 
  • You can also select "All" to view a snapshot of all metrics per cohort

Select the Time Frame You Want to Look At

1. The different metrics are calculated per different time frames, which represent the first X activity days per user. The provided time frames are 1, 3, 5, 7, 14, 30, 60 and 90 days.

NOTE:  AppsFlyer considers the counting of a day based on the UTC calendar date and not based on the number of hours since install.  For example, if an install occurs on 1 Feb at 22:44 and a purchase takes place on 2 Feb at 01:12 - the purchase is shown on Day 1 even though it occurred less than 3 hours after the install.

The generated report provides a graph and a data table. The example below is for users from Germany and the UK, grouped by campaign and by the attributed media sources:


Note that the table can be sorted by any timeframe (columns), in this example it is sorted according to the First 14 days timeframe.

When selecting All in the Metric dropdown, you can view a snapshot of all metrics according to a selected timeframe:cohort_all.png


1. The filter values are not dependant. Example: Even when selecting Facebook as a media source, the campaign names from ALL the sources are displayed.

2. It may take up to 12 hours for the cohort data to populate.

3. Cohort data can be calculated for 90 days or less. The data displayed will be based on the time offset between the current date (excluding the 12 hour delay) and the later date in the selected range.

4. If cohort size is less than 10 the appropriate row is not displayed.

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