What is Cohort Analysis in Mobile Marketing?

A cohort analysis refers to the process of analyzing and understanding the behavior of a cohort. It helps you separate all your user groups and detect the trends of each cohort.

What is a Cohort?

A cohort is a group of users with a common attribute. This can usually be any characteristic, but the most common cohorts that user-acquisition (UA) managers would check are the following:

• A group of users who install your app on a specific date (acquisition date)
• A group of users from the same country (country)
• A group of users who are from the same ad network (channel)
• A group of users who come from the same campaign (campaign)
• A group of users who installed your app after watching the same creative (creative)

What can you find out from carrying out a Cohort Analysis?

With a cohort analysis, users can usually find out:

• Which campaign is bringing you the most or the least valuable users (ROAS, ROI, LTV, etc)
• How long your uses stay in your app (Retention rate)
• When your users stop using your app (churn rate)
• How new implementations affect cohorts differently

Once you’ve gathered insights on the above points, you can take action to optimize your campaign performance or improve your app by adding or getting rid of some features.

What Cohort metrics can I find at Tenjin?

At Tenjin, you can find various cohort metrics. Please check here for more information.