Limitations of Cohort Analysis in Google Analytics
- First of all, cohorts in general can technically be grouped by any shared characteristic. However, the cohort analysis report in Google Analytics (which has been in beta for a while) can currently only define cohorts based on acquisition date (i.e. the first time a user visits your website).
- Secondly, tracking retention and returning users on your website (which is what cohort analysis is often used for) is currently an imprecise exercise for Google Analytics.
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