Bulletin: Cohort conversion time trend

  • What's changing: Additional trend type - Conversion time trend
  • Where is it changing: Cohort
  • Publication date: December 23, 2019
  • Who is impacted: App owners and agencies who use Cohort to analyze performance data.

For more information about Cohort analytics

Before the change

A single trend type was available, days post-conversion. This trend groups users into cohorts by conversion day. The trend enables app owners to analyze the performance of users over their life-cycle.

Days post-conversion: User revenue by cohort day broken down by media source


After the change 

An additional trend type is now available conversion time. This trend groups users into cohorts by conversion date. This enables app owners to analyze and compare campaign performance by days elapsed or on a day KPIs.

Conversion time: Revenue up to day 7 broken down by media source


To use the conversion time trend, select it the Cohort set up window.

The behavior settings have different behavior depending on the trend type.


Days post-conversion


Conversion time


Metric No change As for day post-conversion
Function No change As for day post-conversion
Per day No Change As for day post-conversion
KPI days Not applicable

KPI days can have a value of 0, 3, 7, 14, 30, 60, 90, or 120 days post-conversion.  

This is the number of days used to calculate the KPI. For example, KPI day 0 is the conversion day whereas KPI day 7 is the seventh after conversion. 


On day The metric on the cohort day The KPI value on a specific day. For example, KPI day 7 means the metric on the seventh day after conversion. 
Cumulative The cumulative metric from cohort day 0 up to the current day The metric calculated for the entire KPI period. For example KPI day  7 is calculated using the data starting with the conversion day and ending on the seventh day after conversion. 

Comparison of trend types

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



4477_Favicon_for_the_KB-01.pngSee What's New in AppsFlyer.

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