A Beginner’s Guide to Cohort Analysis: the Most Actionable (and Underrated) Report on Google Analytics

The antidote to vanity metrics when you have less than 1 hour/week for marketing analytics

Patrick Han
Sep 28, 2017 · 12 min read
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The Class of 2017 is an example of a cohort. All these students share the same date of graduation.
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Vanity metrics are like instagram filters. They make you look good, but you don’t have an accurate depiction of reality. Image via Giphy.
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Let’s run a marketing experiment! Image via Giphy.

What Cohort Analysis is Good For

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Cohort analysis lets you isolate a variable’s effect. Image via Giphy.

Limitations of Cohort Analysis in Google Analytics

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Image via Giphy.

A Beginner’s Primer to the Cohort Analysis Report in Google Analytics

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The meat of the cohort analysis report in Google Analytics
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Annotations marking what dayI started my digital marketing campaigns to add context to my Google Analytics report metrics.
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A Few Examples of Cohort Analysis to Get You Started

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Image via Giphy.
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Sessions with Transactions by Weekly Cohorts: how much each cohort is spending after each week.

Takeaways

Next Steps


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Patrick Han

Written by

Seer Interactive Alum | @VentureForAmerica Alum | Former Contributor to Analytics for Humans Blog

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Patrick Han

Written by

Seer Interactive Alum | @VentureForAmerica Alum | Former Contributor to Analytics for Humans Blog

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We examine how technologies can work with humans to create a brighter future for everyone. To that end, we showcase augmented analytics tools we are building to bring us closer to that vision. Beta test our AI-powered marketing analytics tool for free: bit.ly/HMLbetatest

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