Beehive Strategy | Google Analytics Update: Cohort Analysis Report
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Google Analytics Update: Cohort Analysis Report

30 Mar Google Analytics Update: Cohort Analysis Report

According to Google Analytics update in the past few months, we are here to introduce a new features to you guys — Cohort Analysis Report.

Google recently included a cohort analysis report in the Analytics’ audience section. The report, which is in beta release, may help marketers and analysts identify time-based trends like testing the effectiveness of forms, content, products, or ads.

What is a cohort?

A cohort is a group of users who share a common characteristic that is identified in this report by a Google Analytics dimension.

All users with the same Acquisition Date belong to the same cohort. For example, shoppers who visit an ecommerce site for the first time on January 30, 2015 could be said to be a cohort since they have a shared characteristic — they visited for the first time — and the experience was during the same time period, Friday, January 30.

The Cohort Analysis report lets you isolate and analyze cohort behavior.

How can I get it in GA?

The Cohort Analysis report is available for properties using Universal Analytics. No changes to the tracking code are necessary.
The report can be found under Audience > Cohort Analysis.
cohort report_2

What does it look like?

The Analytics’ cohort report can be configured around cohort type, cohort size, metric, and date range.

cohort report_3

  • Cohort type. The attribute that makes the cohort. Currently only supported the acquisition date (i.e. the date when users first visited your site)
  • Cohort size. The window of the cohort type. For example, select by day means comparing users who were acquired on the same day; select by week means comparing users who were acquired on the same week.
  • Metric. This is simply the thing one wants to measure. Presently, metrics include conversions per user, page views per user, sessions per user, user retention, goal completion, conversion, and more.
  • Date range. The relative date range for the data to be displayed.

How can it be useful?

Let’s say my company run a mobile app which new features were added monthly in an agile way.

If we present revenue generated per user across months, we cannot get to see the impact brought by the new features released on the different months.

However, if we make cohorts by the month when users installed the app, immediately we get insights which release (month) actually generated more initial and subsequent revenues.

Moreover, the cohort analysis will be even more powerful when GA allows you to choose cohort type other than just acquisition date (which we don’t know when will happen). For example, comparing the revenue generated per each acquisition channel quarterly.

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