The cohort report analyses your customers acquired by month (month of first order, lifecycles stage, etc.) and provides an overview of customer behaviour over time.
A ‘cohort’ is a group of contacts that share a common characteristic. They are grouped based on the category you select.
Go to Reports > Cohort report:
Once you’ve configured the cohort report to your liking, you can select Export at any time and download the report as a CSV file or an .XLSX file (optimised for MS Excel).
Group your cohorts
Use the Showing data for drop-down to select a saved segment to analyse:
You can also use the Customer filter to further filter your contacts (either in a specific segment, or all contacts):
Further grouping options are available for more specific cohort analysis:
Select a grouping criteria from the Group by drop-down:
All date-based groups are grouped in the months of following that criteria.
For example, if you select ‘date of first order’, your contacts will be grouped based on the month of their first order.
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.
The date the contact subscribed.
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.
The contact’s lifecycle status.
The contact’s home country.
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 domain
The domain url the contact’s first visit was attributed to, e.g. google.com, facebook.com, your website, etc.
The contact’s subscription status.
The contact’s gender.
The number of valid orders per contact.
Country of last order
The country in which the contact placed their most recent valid order.
The cohort report graph and table update based on your selection:
Next, select the Metric to measure your cohort against:
The total revenue for the cohort over the selected period.
The total number of valid orders for the cohort over the selected period.
Contacts in this cohort that placed their first valid order over the selected period.
This metric counts only customers in this cohort who placed a second order over the selected period, and adds them to the count for the month in which that second order was placed.
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.
Define a Time span for your cohort, choosing from:
- 6 months
- 12 months
- 24 months
Then 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.)
You can also select the Cumulative checkbox 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 ten new entries in Month 3 brought the cumulative number up to 2,125 for that cohort.
Reading the cohort report
Use your mouse to hover over any month in the graph to see a detailed analysis of that particular month.
You can also remove any month from the results by selecting from the colour key at the top:
The table below the graph always lists:
- The Group by metric you selected
- The Cohort size
- The Average CLV (customer lifetime value) of the contacts in the cohort.