HOW TO USE COHORTS OF GOOGLE ANALYTICS
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This document explains the importance of using cohorts in Google Analytics to understand user behavior by grouping users with shared characteristics, such as acquisition date. It outlines the steps for accessing cohort data, how to interpret metrics, and the benefits of cohort analysis for gauging marketing effectiveness and improving user retention strategies. Additionally, it discusses the significance of analyzing user behavior trends and addressing attrition to inform business strategies.
HOW TO USE COHORTS OF GOOGLE ANALYTICS
- 1. How to use COHORTS of Google Analytics
- 2. Do you want to understand the behavior of your audience?
- 3. Then, you need to understand COHORTS.
- 4. You must use COHORTS in your business.
- 5. You need to keep track with user’s behavior.
- 6. Why do you need to do this?
- 7. It can make or break your strategy.
- 8. It widens your imagination to be more creative.
- 9. So, what is all about COHORT then?
- 10. A COHORT is a group of users.
- 11. These users share a common characteristic.
- 12. For better understanding, here is an example.
- 13. The same cohorts are users with the same acquisition date.
- 14. Cohort Analysis report lets you isolate cohort behavior.
- 15. It also lets you analyze cohort behavior.
- 16. Cohort Analysis report is available for properties using Universal Analytics.
- 17. No changes to the tracking code are necessary.
- 18. To see cohort data, you must do these steps:
- 19. Sign in to Google Analytics
- 20. Type your email ad, and then, click NEXT.
- 21. Use one account for all Google transactions.
- 22. To facilitate all your activities very easily
- 23. To save your time for other meaningful outputs
- 25. Your password must be easy to remember.
- 26. Combination of letters, numbers, and symbols is encouraged.
- 27. You are then navigated to your view.
- 29. You can see HOME, REPORTING, CUSTOMIZATION and ADMIN.
- 31. This time, select the reporting tab.
- 33. This time, you select the audience tab.
- 34. Select and click it.
- 35. Select COHORT ANALYSIS from the report navigation.
- 37. Cohort data can be used in so many ways.
- 38. First, you can examine individual cohorts.
- 39. To gauge response to short-term marketing efforts.
- 40. You can see data of each day.
- 41. You can see the changes in users’ behavior and performance.
- 42. It can be day to day data.
- 43. It can be week to week data.
- 44. It can be month to month data.
- 45. Scroll it down and choose the range.
- 46. Organize users into groups based on shared characteristics.
- 47. An example of shared characteristics is acquisition date.
- 48. Click and see who interacts with your content.
- 49. Then, you can examine the behavior of groups.
- 50. Metrics like User Retention can be used.
- 51. Scroll down, and choose what metrics you want to evaluate.
- 52. How should we be able to interpret the data?
- 53. For better understanding, a report configured is given.
- 54. Acquisition Date Cohorts by the User Retention metric
- 56. Let us talk about charts first.
- 57. It shows the cumulative metric values for all cohorts.
- 58. This can be done by default.
- 59. Use N selected menu to select a cumulative chart line/s.
- 60. You can use this to compare individual cohorts.
- 61. N selected menu means the metrics you want to evaluate.
- 62. Choose from these metrics what data you want to evaluate.
- 63. Let’s go to how columns and rows are used.
- 64. This is a row. This is a column.
- 65. The first column identifies the cohorts.
- 66. It also identifies the number of users in each cohort.
- 67. The rest of the columns reflect the time increments.
- 68. This depends on the COHORT SIZE chosen.
- 69. For better understanding, here is an example.
- 70. The dimension that characterizes the cohorts is Acquisition date.
- 71. This column lists the acquisition date for each cohort.
- 72. The number of users acquired during that time frame is also shown.
- 73. The first row shows the total metric value.
- 74. These values are for all cohorts for each column.
- 75. The other rows shows the values for the individual cohorts.
- 76. For better understanding, here is an example.
- 77. The metric is Pageviews and the columns are daily data.
- 78. The first row shows the total pageviews for the day.
- 79. What is the importance of a cell?
- 80. This is a cell.
- 81. You could see cells for time increments.
- 82. It holds 0 to 12 relevant metric values.
- 83. Think that you are using the Pageviews metric.
- 84. Each cell contains the number of pageviews.
- 85. Pageviews are per cohort per time element.
- 86. What will happen if you apply other segments?
- 87. Data for each segment is displayed in a separate table.
- 88. Scroll it down, and see the list.
- 89. Choose to a maximum of 4 segments.
- 91. Report is user-based if the segment is session-based.
- 92. You can really get unexpected results.
- 93. Results do not include 100% of users on day o.
- 94. Here is the fact in knowing micro trends.
- 95. It gives you a more realistic picture of your business.
- 96. The benefits in comparing the values in a single column?
- 97. You’ll know if there’s a consistent behavior among your cohorts
- 98. You can see whether performance improves or deteriorates.
- 99. What is the point of knowing users’ disengagement behavior?
- 100. Common points of attrition can be easily remedied.
- 101. Devise new strategy to compensate for unavoidable attrition.