See also:
When you create a cohort report you have the option to choose from one of our reporting blueprints, or set up the filters yourself from scratch:
You can continue to edit these filters once you've run your report.
Showing data for
Use the Showing data for drop-down to select a saved segment to analyse a cohort:
Filter customers
Use the Customer filter to further filter your contacts (either in a specific segment, or all contacts):
Group by options
Further grouping options are available for more specific cohort analysis:
Select a grouping criteria from the Group by drop-down - be aware that the grouping type you choose impacts which contacts are included:
Date based grouping
These grouping options relate to specific dates.
For example, if you select ‘date of first order’, your contacts will be grouped based on the month of their first order.
For these options, you can use either the Calendar or Relative view from the Date format field.
Group by | Description |
Date of first order | The date the contact first placed a valid order. |
Date of first visit | The date of the contact’s first identified visit to your site. |
Date subscribed | The date the contact subscribed. |
Date acquired |
The date the contact was acquired. This date is the first time any record of the contact’s profile existed in any data point, i.e. the first time the contact’s email address entered your database. This includes the earliest listing or order from your historic data. |
Visit based grouping
These cohorts show the difference between the date a contact was acquired and the date they placed their first order.
Month 1 represents the acquisition month, not a calendar month - Month 1 could be January for some contacts, March for others.
This means you shouldn't use the Calendar option in the Date format field for these grouping types, as they're not related to calendar months and your data will be inaccurate.
Only use the Relative option.
Group by | Description |
First visit medium | The medium the contact’s first identified visit was attributed to, e.g. social, cpc (cost per click), search, referral, etc. |
First visit name | The name of the first identified visit, e.g. ometria, google, yahoo etc. |
First visit campaign | The name of the Ometria campaign that prompted the customer's first visit. |
First visit domain | The domain url the contact’s first visit was attributed to, e.g. google.com, facebook.com, your website, etc. |
Profile based grouping
These cohorts are determined based on a contact's current status.
E.g. If a contact was 'at risk' at the beginning of the date range selected but has become 'active' since then, all of their data will display in the 'active' column.
These cohorts show the difference between the date a contact was acquired and the date they placed their first order.
Month 1 represents the acquisition month, not a calendar month - Month 1 could be January for some contacts, March for others.
This means you shouldn't use the Calendar option in the Date format field for these grouping types, as they're not related to calendar months and your data will be inaccurate.
Only use the Relative option.
Example:
If you set up the following report:
- Group by: Email subscriber status
- Metric: Total revenue
- Time span: 6 months
- Date format: Relative
The report shows contacts with a date acquired in the past 6 months, broken down by their current email subscription status (subscribed or unsubscribed).
The revenue is relative, from the contact's acquisition date to the month the revenue was generated.
Group by | Description |
Lifecycle stage | The contact’s lifecycle status. |
Country | The contact’s home country. |
Email subscriber status | The contact’s email subscription status. |
Gender | The contact’s gender. |
Order count | The number of valid orders per contact. |
Country of last order | The country in which the contact placed their most recent valid order. |
Metric
Select a Metric to measure your cohort against:
Choose from:
Metric |
Description |
Total revenue |
The total revenue for the cohort over the selected period. |
Total orders |
The total number of valid orders for the cohort over the selected period. |
Customers gained |
Contacts in this cohort that placed their first valid orders over the selected period. |
Customers repeated |
This metric counts only customers in this cohort who placed a second order over the selected period. It then adds those contacts to the count for the month in which that second order was placed (cumulative). It doesn't count customers who have placed a third or a fourth, (etc.) order. |
Average order value |
The average value of orders placed by customers in this cohort over the selected period. |
Time span
Define a Time span for your cohort, choosing from:
- 6 months
- 12 months
- 24 months
Date format
Select your preferred Date format:
- Calendar - presents the dates in the x axis of the graph (e.g. December 19, January 20, February 20, etc.)
- Relative - presents relative months in the x axis of the graph (e.g. Month 1, Month 2, Month 3, etc.)
Cumulative checkbox
Select the Cumulative checkbox if you want to view your cumulative totals per month.
For example, with the cumulative checkbox unchecked, the cohort report below displays contacts total orders over 6 months grouped by the date of their first order:
You can see that for the November 19 cohort there were three new entries in Month 2 (i.e. three new first orders placed) and ten new entries in Month 3.
If you select the cumulative checkbox, you’ll see the cumulative total for this cohort:
In this view, you can see that for the November 19 cohort the three new entries in Month 2, bringing the cumulative number of contacts in the cohort up to 2,115 (from 2,112 in Month 1), and the 10 new entries in Month 3 brought the cumulative number up to 2,125 for that cohort.
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