A Beginner’s Guide to Cohort Analysis: the Most Actionable (and Underrated) Report on Google…

At the top of the cohort analysis report, you can adjust settings for cohort type, cohort size, metric, and date range.

• Cohort type: currently, the only option is acquisition date
• You can define cohorts by day, week, or month. Each Cohort represents the users acquired in a particular month.
• Date range : the window of time that you want to examine
• Metric: the data you’ll see in report. The default metric is user retention, which measures the percent of users that return.

• Use Annotations: Start using Google Analytics Annotations or a marketing calendar to track your marketing activities and campaigns. This will help you see the impact of your marketing initiatives.
• Test Your Marketing Activities: Start running experiments to test audiences, channels, and website design by week or by month.
• Drill Down on Unusual Cohorts: If you see significant increases or decreases in metrics like user retention for a certain cohort, check your marketing calendar to identify what changes could be driving these movements in your metrics.