HOW TO USE COHORTS OF GOOGLE ANALYTICS
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Transcript of HOW TO USE COHORTS OF GOOGLE ANALYTICS
How to use COHORTS of
Google Analytics
Do you want to understand the
behavior of your audience?
Then, you need to understand COHORTS.
You must use COHORTS in your
business.
You need to keep track with user’s
behavior.
Why do you need to do this?
It can make or break your strategy.
It widens your imagination to be
more creative.
So, what is all about COHORT then?
A COHORT is a group of users.
These users share a common
characteristic.
For better understanding, here
is an example.
The same cohorts are users with the same
acquisition date.
Cohort Analysis report lets you isolate cohort
behavior.
It also lets you analyze cohort
behavior.
Cohort Analysis report is available for
properties using Universal Analytics.
No changes to the tracking code are
necessary.
To see cohort data, you must do these
steps:
Sign in to Google Analytics
Type your email ad, and then, click NEXT.
Use one account for all Google
transactions.
To facilitate all your activities
very easily
To save your time for other meaningful
outputs
Type your password and click SIGN IN.
Your password must be easy to remember.
Combination of letters, numbers, and
symbols is encouraged.
You are then navigated to your
view.
You can see HOME, REPORTING,
CUSTOMIZATION and ADMIN.
This time, select the reporting tab.
Select and click it.
This time, you select the audience
tab.
Select and click it.
Select COHORT ANALYSIS from the report navigation.
Select and click it.
Cohort data can be used in so many
ways.
First, you can examine individual
cohorts.
To gauge response to short-term
marketing efforts.
You can see data of each day.
You can see the changes in users’
behavior and performance.
It can be day to day data.
It can be week to week data.
It can be month to month data.
Scroll it down and choose the range.
Organize users into groups based on
shared characteristics.
An example of shared characteristics is acquisition date.
Click and see who interacts with your content.
Then, you can examine the
behavior of groups.
Metrics like User Retention can be
used.
Scroll down, and choose what metrics you
want to evaluate.
How should we be able to interpret
the data?
For better understanding, a
report configured is given.
Acquisition Date Cohorts by the User
Retention metric
Let us talk about charts first.
It shows the cumulative metric
values for all cohorts.
This can be done by default.
Use N selected menu to select a
cumulative chart line/s.
You can use this to compare individual
cohorts.
N selected menu means the metrics
you want to evaluate.
Choose from these metrics what data you want to evaluate.
Let’s go to how columns and rows
are used.
This is a row.
This is a column.
The first column identifies the
cohorts.
It also identifies the number of users in
each cohort.
The rest of the columns reflect the
time increments.
This depends on the COHORT SIZE
chosen.
For better understanding, here is
an example.
The dimension that characterizes the
cohorts is Acquisition date.
This column lists the acquisition date for
each cohort.
The number of users acquired during that
time frame is also shown.
The first row shows the total
metric value.
These values are for all cohorts for each
column.
The other rows shows the values for
the individual cohorts.
For better understanding, here
is an example.
The metric is Pageviews and the columns are daily
data.
The first row shows the total pageviews
for the day.
What is the
importance of a cell?
This is a cell.
You could see cells for time
increments.
It holds 0 to 12 relevant metric
values.
Think that you are using the Pageviews
metric.
Each cell contains the number of
pageviews.
Pageviews are per cohort per time
element.
What will happen if you apply other
segments?
Data for each segment is displayed in a separate table.
Scroll it down, and see the list.
Choose to a maximum of 4 segments.
Report is user-based if the segment is session-based.
You can really get unexpected
results.
Results do not include 100% of users on day o.
Here is the fact in knowing micro
trends.
It gives you a more realistic picture of
your business.
The benefits in comparing the values
in a single column?
You’ll know if there’s a consistent behavior among your cohorts
You can see whether performance improves or deteriorates.
What is the point of knowing users’ disengagement
behavior?
Common points of attrition can be easily remedied.
Devise new strategy to compensate for
unavoidable attrition.
Thank you for watching!