Cohort analysis is a powerful technique in Google Analytics that allows you to group users based on shared characteristics and analyze their behavior over time. This method is particularly useful for understanding user retention, engagement, and the effectiveness of marketing campaigns.

1. Cohort: A group of users who share a common characteristic, typically defined by the date they first interacted with your website or app.
2. Cohort Type: The basis on which the cohort is formed, such as acquisition date.
3. Cohort Size: The time period used to define the cohort, such as day, week, or month.
4. Metric: The specific data point you are analyzing, such as user retention, page views, or revenue.
5. Date Range: The period over which the cohort analysis is conducted.

1. Navigate to Cohort Analysis Report:

   • Open Google Analytics.
   • Go to Audience > Cohort Analysis.

2. Select Cohort Type:

   • By default, the cohort type is set to Acquisition Date. This means users are grouped based on the date they first visited your site.

3. Choose Cohort Size:

   • Select the size of the cohort from the dropdown menu. Options include Day, Week, and Month.

4. Select Metric:

   • Choose the metric you want to analyze, such as User Retention, Goal Completions, or Revenue.

5. Set Date Range:

   • Define the date range for your analysis. This determines the period over which the cohorts are tracked.

6. Analyze the Data:

   • Review the cohort table and graph to understand user behavior over time.

You run an e-commerce website and want to understand how well you retain users who first visited your site during a promotional campaign.

1. Navigate to Cohort Analysis:

   • Go to Audience > Cohort Analysis.

2. Select Cohort Type:

   • Choose Acquisition Date.

3. Choose Cohort Size:

   • Select Week.

4. Select Metric:

   • Choose User Retention.

5. Set Date Range:

   • Set the date range to cover the period of the promotional campaign and a few weeks after.

• The cohort analysis will show you the retention rate of users who first visited during the promotional campaign.
• You can compare this with retention rates from other periods to assess the effectiveness of the campaign.

Perform a cohort analysis to determine the retention rate of users who first visited your site in the last three months.

1. Navigate to Audience > Cohort Analysis.
2. Select Acquisition Date as the cohort type.
3. Choose Month as the cohort size.
4. Select User Retention as the metric.
5. Set the date range to the last three months.

• The cohort analysis will display the retention rates for users who first visited in each of the last three months.
• Analyze the data to identify trends and patterns in user retention.

1. Incorrect Cohort Size: Choosing the wrong cohort size can lead to misleading results. Ensure the cohort size aligns with your analysis goals.
2. Short Date Range: A short date range may not provide enough data for meaningful analysis. Use a sufficiently long date range to capture user behavior over time.
3. Ignoring External Factors: External factors such as marketing campaigns or seasonal trends can impact cohort behavior. Consider these factors when interpreting results.

1. Segment Your Data: Use segments to analyze specific user groups, such as new vs. returning users or users from different traffic sources.
2. Combine with Other Reports: Use cohort analysis in conjunction with other reports, such as acquisition or behavior reports, for a comprehensive understanding of user behavior.
3. Regular Monitoring: Regularly monitor cohort analysis to track changes in user behavior and the impact of new strategies or campaigns.

Cohort analysis is a valuable tool in Google Analytics for understanding user behavior over time. By grouping users based on shared characteristics and analyzing their actions, you can gain insights into user retention, engagement, and the effectiveness of your marketing efforts. Regularly performing cohort analysis and combining it with other reports will help you make data-driven decisions to improve your website or app's performance.