How to use COHORTS of

Google Analytics

Do you want to understand the

behavior of your audience?

Then, you need to understand COHORTS.

You must use COHORTS in your

business.

You need to keep track with user’s

behavior.

Why do you need to do this?

It can make or break your strategy.

It widens your imagination to be

more creative.

So, what is all about COHORT then?

A COHORT is a group of users.

These users share a common

characteristic.

For better understanding, here

is an example.

The same cohorts are users with the same

acquisition date.

Cohort Analysis report lets you isolate cohort

behavior.

It also lets you analyze cohort

behavior.

Cohort Analysis report is available for

properties using Universal Analytics.

No changes to the tracking code are

necessary.

To see cohort data, you must do these

steps:

Sign in to Google Analytics

Type your email ad, and then, click NEXT.

Use one account for all Google

transactions.

To facilitate all your activities

very easily

To save your time for other meaningful

outputs

Type your password and click SIGN IN.

Your password must be easy to remember.

Combination of letters, numbers, and

symbols is encouraged.

You are then navigated to your

view.

You can see HOME, REPORTING,

CUSTOMIZATION and ADMIN.

This time, select the reporting tab.

Select and click it.

This time, you select the audience

tab.

Select and click it.

Select COHORT ANALYSIS from the report navigation.

Select and click it.

Cohort data can be used in so many

ways.

First, you can examine individual

cohorts.

To gauge response to short-term

marketing efforts.

You can see data of each day.

You can see the changes in users’

behavior and performance.

It can be day to day data.

It can be week to week data.

It can be month to month data.

Scroll it down and choose the range.

Organize users into groups based on

shared characteristics.

An example of shared characteristics is acquisition date.

Click and see who interacts with your content.

Then, you can examine the

behavior of groups.

Metrics like User Retention can be

used.

Scroll down, and choose what metrics you

want to evaluate.

How should we be able to interpret

the data?

For better understanding, a

report configured is given.

Acquisition Date Cohorts by the User

Retention metric

Let us talk about charts first.

It shows the cumulative metric

values for all cohorts.

This can be done by default.

Use N selected menu to select a

cumulative chart line/s.

You can use this to compare individual

cohorts.

N selected menu means the metrics

you want to evaluate.

Choose from these metrics what data you want to evaluate.

Let’s go to how columns and rows

are used.

This is a row.

This is a column.

The first column identifies the

cohorts.

It also identifies the number of users in

each cohort.

The rest of the columns reflect the

time increments.

This depends on the COHORT SIZE

chosen.

For better understanding, here is

an example.

The dimension that characterizes the

cohorts is Acquisition date.

This column lists the acquisition date for

each cohort.

The number of users acquired during that

time frame is also shown.

The first row shows the total

metric value.

These values are for all cohorts for each

column.

The other rows shows the values for

the individual cohorts.

For better understanding, here

is an example.

The metric is Pageviews and the columns are daily

data.

The first row shows the total pageviews

for the day.

What is the

importance of a cell?

This is a cell.

You could see cells for time

increments.

It holds 0 to 12 relevant metric

values.

Think that you are using the Pageviews

metric.

Each cell contains the number of

pageviews.

Pageviews are per cohort per time

element.

What will happen if you apply other

segments?

Data for each segment is displayed in a separate table.

Scroll it down, and see the list.

Choose to a maximum of 4 segments.

Report is user-based if the segment is session-based.

You can really get unexpected

results.

Results do not include 100% of users on day o.

Here is the fact in knowing micro

trends.

It gives you a more realistic picture of

your business.

The benefits in comparing the values

in a single column?

You’ll know if there’s a consistent behavior among your cohorts

You can see whether performance improves or deteriorates.

What is the point of knowing users’ disengagement

behavior?

Common points of attrition can be easily remedied.

Devise new strategy to compensate for

unavoidable attrition.

Thank you for watching!