Cohort Analysis Using Any Dimension

Last update: 2023-05-31
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The Custom Cohort Dimension option allows you to analyze cohorts using dimensions other than time. Compare cohorts by Marketing Channel, campaign region, product page, etc. to better understand how retention (or churn) changes by dimension item.

 Transcript

Hi, this is Travis Sabin, product manager for Adobe Analytics. Today in this video we’re going to do a deeper dive into the Custom Dimension Cohort in the new Cohort Table in Analysis workspace. So, let’s say I am a multinational media company and we use targeted campaigns to drive users to various platforms to drive engagement. Ad spend is absolutely critical and so, I wanna make sure I know which campaigns are performing best. And in order to do that, I’m gonna come into the new Cohort Table in Analysis workspace and I’m gonna build a quick cohort here with I just wanna track visits and then I wanna see how that turns into online orders. I can quickly see that data and see how my visitors are turning into online orders but I wanna know, like I said, which campaigns are driving the orders here. So I’m gonna come back and open up the Editing Settings in Cohort Table and I’m gonna go to the Advanced Settings and I’m gonna click on Custom Dimension Cohort and I’m gonna add the Campaign ID Dimension.

Once I add the Campaign ID Dimension, I’m gonna build…

I can see really quickly here that my natural search engine is performing really, really well and my campaign, da 10002-B and 10003-C are doing a great job of driving visitors and still keeping online orders coming day after day, they’re not dropping out and falling off like these other campaigns are. These ones aren’t doing a lot of driving repeat or online order traffic. So, using this information, I can come in and identify the campaigns that I wanna see, what is making 10002-B and 10003-C so effective? Why are they working as well as some of these others ones here at the bottom? And I wanna take those learnings and apply them to my other campaigns and try and boost sales that way. So, that’s a great use case for the Custom Dimension Cohort. We could replace Campaign ID with Product, with Pages, or with any other dimension that is critical for side-by-side quick analysis over time.

For more information, please see the documentation.

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