Cohorts

Although your deliverables provide an overview of all user data, cohorts allow you to isolate users that have installed, and/or were reattributed to, your app within a certain timeframe. This user data is then organized chronologically by the days, weeks, or months after install or reattribution. With this, you can trace changes in user behavior from the day of installation or reattribution. 

While cohort data can be manipulated in a multitude of ways, Adjust clients often use Adjust cohort data to: 
  • Measure user retention 
  • Estimate an app user’s lifetime value (LTV)
  • Compare the in-app performance of new installs vs. your reattributed users 
  • Analyze user behavior before and after app modifications 
With the Adjust cohorts tool, you gain the data intelligence you need to make your best marketing decisions yet. 

Cohort FAQs

What is a cohort?

A cohort is a collection of unique users that installed your app within your selected timeframe and fit the criteria you have defined with filters (described in the preceding section).

They must also have had your app installed for at least the amount of time in whatever column you are looking at:
  • If you’re looking at week 3 after install, only users who have had your app installed for at least 3 weeks will be in that cohort
  • If you’re looking at day 6 after install, only users who have had your app installed for at least 6 days will be in that cohort

What is a complete cohort? 

If you are looking at a cohort for March, all users must have had your app installed for at least 31 days. This means that today’s date must be no earlier than May 1 (as a user who installed your app on March 31 still needs 31 days to be included in day 31 after install). In this case, your cohort size will be the same on day 0 as it is on day 31 after install.

What is an incomplete cohort? 

If you are looking at the current month (say, November), and today is November 27, then a user who installed your app on November 25 will only be in your cohort for days 1 and 2 after install. This makes your cohort size decrease as you look at later and later days after install.

What are cohort KPIs?

Each column in your cohorts table contains KPIs that are calculated for your cohort on each day, week, or month after install. All the users that fit the criteria you have defined (through filters) start together on the left side of your table, on the day they installed your app—day 0.

You can view KPIs for each day, week, or month after install. This includes, but is not limited to: the average number of sessions per retained user, the total number of recorded revenue events, and how much time, on average, your users spent in your app.

Please note that, in Adjust, a day is measured as 24 hours, a week as 7 days, and a month as 30 days.

View your cohorts

In the Adjust dashboard
  1. Navigate to your app and select your app options caret (^)
  2. Select Statistics
  3. Select the Cohorts tab

What you will see in your cohorts view

By default, your cohorts view shows data for all users that installed your app and/or were reattributed to your app in the past 30 days. This can be seen in the timeframe filter centered above the table.

The rows of the table are sorted by tracked source in descending alphabetical order, except for Organic, which always appears at the top.

The columns, from left to right, are grouped by days after install, starting with day 0, the day of install. By default, Adjust will display two KPIs: retained users (i.e., how many users returned to your app that day) and the average number of sessions per user.

Above the table, (on the right-hand side) there are four icons. From left to right, their functions are:

  • Create View
  • Download CSV
  • Toggle View
  • Filter

Each column in your cohorts table contains KPIs that are calculated for your cohort on each day, week, or month after install. All the users that fit the criteria you have defined (through filters) start together on the left side of your table, on the day they installed your app—day 0.

You can view KPIs for each day, week, or month after install. This includes, but is not limited to: the average number of sessions per retained user, the total number of recorded revenue events, and how much time, on average, your users spent in your app. We've outlined cohort groupings and KPIs (with calculations) in the sections below.

Available KPIs

Available KPIs are determined by the user base that you select. As mentioned in the previous section, your base can be either all users or only those that have triggered a certain in-app event.
  • Users

    • Retained users

    • Retention rate, all users

    • Paying users

    • Retention Rate, paying users

    • Reattributions

    • Deattributions

  • Sessions

    • Per day

    • Per user

  • Revenue

    • Per day

    • Total

    • Per User

    • Lifetime value, all users

    • Per paying user

    • Lifetime value paying users

  • Revenue events

    • Per day

    • ​Total

    • Per user

  • Time spent

    • Total

    • Per user

    • Per session

  • Uninstalls

    • Per day

    • Total

  • Reinstalls

    • Per day

    • Total

KPIs available with any custom in-app event selected in the base filter:

  • Users

    • Converted users

    • Conversion distribution

  • Events

    • Per day

    • Per user

  • Revenue

    • Per day

    • Total

    • Per user

Notes:

  • A calculated KPI may represent a total, an average, or a percentage
  • A day is measured as 24 hours, so if a user must have had your app installed for e.g., 2 days, this means they installed at least 48 hours ago, not on Sunday if it is Tuesday today
    • This also applies to weeks, which are measured as 7 days, and months, which are measured as 30 days

KPI definitions and calculations: all users

Cohort size

Day 0 - The total number of users who installed your app in your selected timeframe

Day n - The total number of users who installed your app in your selected timeframe and have had your app installed for at least n days

Paying user size

Day 0 - The total number of users who installed your app in your selected timeframe and completed an in-app purchase at any point

Day n - The total number of users who installed your app in your selected timeframe, have had your app installed for at least n days and completed an in-app purchase at any point

Users - Retained users

Day 0 - Total number of users who installed your app in your selected timeframe

Day n - Total number of users who returned to your app on day n after instal

Users - Retention rate, all users

Day 0 - Percentage of users who installed and opened your app (this will always be 100%)

Day n - Percentage of unique users who returned to your app on day n after install

Calculation - retained users / cohort size

Users - Paying users

Day 0 - Total number of paying users who installed your app

Day n - Total number of paying users who returned to your app on day n after install

Users - Retention rate, paying users

Day 0 - Percentage of users who were paying users on day of install

Day n - Percentage of users who were paying users on day n after install

Calculation - paying users / retained users

Reattributions

Day 0 - Total number of users who were reattributed on the day of install

Day n - Total number of users who were reattributed on day n after install

Deattributions

Day 0 - Total number of users who were deattributed on the day of install

Day n - Total number of users who were deattributed on day n after install

Note: this KPI is tied to Adjust's attribution source filter and is only available to those with an Enterprise pricing plan.

Sessions - Per DWM (day/week/month)

Day 0 - Total number of sessions triggered by users on the day of install

Day n - Total number of sessions triggered by returning users on day n after install

Sessions - Per user

Day 0 - Average number of sessions triggered by a user on the day of install

Day n - Average number of sessions triggered by a returning user on day n after install

Calculation - sessions per DWM / retained users

Revenue - Per DWM (day/week/month)

Day 0 - Total revenue generated by all users on day of install

Day n - Total revenue generated by returning users on day n after install

Revenue - Total

Day 0 - Total revenue generated by all users on day of install

Day n - Total revenue generated by all users on every day in the cohort period up to and including day n; this is cumulative, so it will only remain the same or increase over time

Revenue - Per user

Day 0 - Average revenue generated by a user on day of install

Day n - Average revenue generated by a user on day n after install

Calculation - revenue per DWM / cohort size

Revenue - Lifetime value, all users

Day 0 - Total revenue generated on day 0 divided by all users in your cohort (it is possible for there to be no figure here if no users spent money on the day of installing your app)

Day n - Total revenue generated up to and including day n divided by all users in your cohort

Calculation - revenue total in cohort / cohort size

Revenue - Per paying user

Day 0 - Average revenue generated by paying users on day of install

Day n - Average revenue generated by paying users on day n after install

Calculation - revenue per DWM / paying user size

Revenue -  Lifetime value, paying users

Day 0 - Total revenue generated on day of install divided by all paying users in your cohort (it is possible for there to be no figure here if no paying users spent money on the day of installing your app)

Day n - Total revenue generated up to and including day n divided by all paying users in your cohort

Calculation - revenue total in cohort / paying user size

Revenue events - Per DWM (day/week/month)

Day 0 - Total number of revenue events triggered by all users on the day of install

Day n - Total number of revenue events triggered by all retained users on day n after install

Revenue events - Total

Day 0 - Total number of revenue events generated by all users on day of install

Day n - Total number of revenue events triggered by all users in the cohort leading up to and including the latest time period (D/W/M); this is cumulative, so it will only remain the same or increase over time.

Revenue events - Per user

Day 0 - Average number of revenue events triggered per user on the day of install

Day n - Average number of revenue events triggered per user on day n after install

Calculation - revenue events per DWM / cohort size

Time spent - Total

Day 0 - Total time spent in-app by all users in your cohort on day of install

Day n - Total time spent in-app by all returning users on day n after install

Time spent - Per user

Day 0 - Average time spent in-app per user on day of install

Day n - Average time spent in-app per user on day n after install

Calculation - time spent total / cohort size

Time spent - Per session

Day 0 - Average time spent per session on day of install

Calculation - time spent total / sessions per DWM - install sessions

Day n - Average time spent per session on day n after install

Calculation - time spent total / sessions per DWM

Uninstalls - Per day

Day 0 - The total number of users who uninstalled your app on the day of install
Day n - The total number of users who uninstalled your app on day n after install

Uninstalls - Total

Day 0 - The total number of users who uninstalled your app on the day of install
Day n - The total number of users who uninstalled your app in your cohort period up to and including day n after install; this is cumulative, so it will only remain the same or increase over time

Reinstalls - Per day

Day 0 - The total number of users who reinstalled your app on the day of install
Day n - The total number of users who reinstalled your app on day n after install

Reinstalls - Total

Day 0 - The total number of users who reinstalled your app on the day of install
Day n - The total number of users who reinstalled your app in your cohort period up to and including day n after install; this is cumulative, so it will only remain the same or increase over time


KPI definitions and calculations: in-app events


Cohort size

Day 0 - The total number of users who installed your app in your selected timeframe

Day n - The total number of users who installed your app at least n days ago


Paying user size

Day 0 - The total number of users who, at any point in your selected timeframe, made an in-app purchase

Day n - The total number of users who, at any point in your selected timeframe, made an in-app purchase and installed your app at least n days ago

Note: This KPI does not appear in the dashboard, but it is used to calculate displayed KPIs.

Converted user size

Day 0 - The total number of users who completed the relevant in-app event on the day of install

Day n - The total number of users who completed the relevant in-app event by day n and installed your app at least n days ago

Note: This KPI does not appear in the dashboard, but it is used to calculate displayed KPIs.

Users - Converted users

Day 0 - Total number of users who completed the relevant in-app event on the day of install

Day n - Total number of returning users who completed the relevant in-app event on day n after install

Users - Conversion distribution

Day 0 - The probability, as a percentage, of a user who has completed the relevant in-app event completing it on day of install

Day n - The probability, as a percentage, of a user who has completed the relevant in-app event completing it on day n after install

Calculation - converted users / converted user size

Users - Conversion per user

Day 0 - The event conversion rate on day of install for the cohort

Day n - The event conversion rate on day n after install for the cohort  

Calculation - converted users / cohort size

Events - Per DWM (day/week/month)

Day 0 - Total number of events triggered on day of install

Day n - Total number of events triggered on day n after install

Events - Per user

Day 0 - Average number of events triggered per user on day of install

Day n - The event conversion rate on day n after install for the cohort

Calculation - events per DWM / cohort size

Revenue - Per DWM (day/week/month)

Day 0 - Total revenue amount generated per day from an in-app event on day of install

Day n - Total revenue amount generated from an in-app event on day n after install

Revenue - Total

Day 0 - Total revenue amount generated from an in-app event on day of install

Day n - Total revenue amount generated from an in-app event on every day in the cohort period up to and including day n after install; this is cumulative, so it will only remain the same or increase over time

Revenue - Per user

Day 0 - Average revenue amount generated per user from an in-app event on day of install

Day n - Average revenue amount generated per user from an in-app event on day n after install

Calculation - revenue per DWM / cohort size

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