What is Cohort Analysis?

Last update: 2023-10-20
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A cohort is a group of people sharing common characteristics over a specified period. Cohort Analysis is useful, for example, when you want to learn how a cohort engages with a brand. You can easily spot changes in trends, then respond accordingly. (Explanations of Cohort Analysis are available on the web, such as at Cohort Analysis 101.)

After creating a cohort report, you can curate its components (specific dimensions, metrics, and filters), then share the cohort report with anyone. See Curate and Share.

Examples of what you can do with Cohort Analysis:

  • Launch campaigns designed to spur a desired action.
  • Shift marketing budget at exactly the right time in the customer lifecycle.
  • Recognize when to end a trial or an offer, in order to maximize value.
  • Gain ideas for A/B testing in areas such as pricing, upgrade path, and so on.

Cohort Analysis is available for all Customer Journey Analytics customers with access rights to Analysis Workspace.

Cohort Analysis video tutorial (4:36)


Cohort Analysis does not support non-filterable metrics (including calculated metrics), non-integer metrics (such as Revenue), or Occurrences. Only metrics that can be used in filters can be used in Cohort Analysis, and they can only be incremented 1 at a time.

Cohort Analysis capabilities

The following capabilities allow for fine-tuned control over the cohorts you are building:

Retention Table

A Retention cohort report returns persons: each data cell shows the raw number and percentage of persons in the cohort who did the action during that time period. You can include up to 3 metrics and up to 10 filters.

A Rention cohort report showing the units and percentage of persons in the cohort.

Churn Table

A Churn cohort is the inverse of a retention table and shows the persons who fell out or never met the return criteria for your cohort over time. You can include up to 3 metrics and up to 10 filters.

A Churn table showing units and percentage of people who didn't meet the return criteria for a cohort.

Rolling Calculation

Lets you calculate retention or churn based on the previous column, not the included column.

A Cohort retention report showing calculations based on a previous column of data.

Latency Table

Measures the time that has elapsed before and after the inclusion event occurred. This is an excellent tool for pre/post analysis. The Included column is in the center of the table and time periods before and after the inclusion event are shown on both sides.

A Cohort report showing the elapsed time before and after an event.

Custom Dimension Cohort

Create cohorts based on a selected dimension, and not time-based cohorts, which are the default. Use dimensions such as marketing channel, campaign, product, page, region, or any other dimension in Customer Journey Analytics to show how retention changes based on the different values of these dimensions.

A Cohort report showing customized report with selected dimensions not the default time-based cohort.

For instructions on how to set up and run a cohort report, go to Configure a Cohort Analysis report.

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