Cohort analytics

At a glance: Cohort analytics, groups users with common characteristics, to measure specific KPIs for these groups, over different time frames.

Cohort analysis

A cohort is a group of app users, acquired or retargeted during a given period, and who have common characteristics. Cohort analytics enable comparisons of user performance. See Cohort analysis: back to basics and Cohort use cases

Example Cohort setup window and report depicting cumulative revenue by media source


  • To open the Cohort window, in AppFlyer, go to Dashboard > CohortSee defining Cohorts in this article.

You can use Cohort analytics to examine different KPIs like: 

  • ROI: Compare the ROI of users acquired from different media sources
  • Compare the number of active users for each of your apps

Setting up and displaying the Cohort analysis

Setting up the cohort requires that you configure the following:

  • Conversion date range: Date range (maximum one month) during which users were converted
  • Cohort type defines users who during the conversion date range were converted by:
    • User acquisition (new users) 
    • Retargeting (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.

Complete the parts that follow:

Part 1: Define the cohort

To set up the Cohort analysis:

  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. Note: Agencies cannot select 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 grouping and filtering

Dimensions for grouping and filtering
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



Search keywords provided by the integrated partners.  


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: the total revenue on a cohort day. See example.
    • 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. See example.
  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.

Use case examples

 Example: Revenue sum by country

Chart: Cumulative revenue per user


Table: Revenue per day


 Example: 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.Cohort-inapp

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.

Data freshness and app-specific time zone 

Data freshness: Cohort data is calculated daily and is usually available to users 9 hours later, meaning 09:00 AM UTC.

Data is displayed using the app-specific time zone, apart from the exceptions described here.

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.


  • Earliest date (install or retarget) supported: December 5, 2018
  • 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
  • Hybrid accounts do not have access to Cohort reports
  • Agency transparency is not supported


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: Brekadown by Geo/country is not available.

Differences between agencies and advertisers

  • Before the agency can access the app Cohort, the advertiser needs to grant the agency permission.
    • To do so, the advertiser needs to go to Configuration > Integrated Partners.
    • Select the agency.
    • In the permissions tab, enable Allow access to your retention and cohort reports
  • Agency team members access: The agency admin needs to grant access.
  • Agencies have access only to traffic generated by the agency.
  • Limitations:
    • Agencies can access the specific app for which they have been granted permission. This means agencies cannot select multiple apps. 
    • Organic data is not available. Note: This is the case, even if the advertiser has granted permission to the agency to access aggregate organic data. 
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