In Adjust, cohorts let you isolate users who 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. You can use cohorts to trace changes in user behavior from the time of installation or reattribution up to 120 days, 52 weeks, or any number of months after.

While cohort data can be manipulated in many ways, marketers often use 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. 

Cohorts overview

A cohort is a collection of unique users that share a common characteristic, such as installing your app, within a selected timeframe. Cohorts make it easier for marketers to analyze data, segmenting users into identifiable subsets rather than looking at all users at once. With these subsets, drill-down to see trends or patterns that you can then optimize on.

Cohorts can be set up to focus on different kinds of campaign, from user acquisition to user retention. They can also be aligned with the metrics you want to focus on, to make important decisions.

Use cases

Cohort analysis lets you view user journeys in a way that is not as clear through other analysis methods. How you set up your cohorts and perform the analysis will likely depend on your app vertical and goal.

Food delivery app

Gaming app

Next steps

  • How cohorts work - Get an indepth walkthrough of how cohorts work in Adjust.
  • View your cohort data in Datascape - The Datascape Cohorts dashboard lets you group your users in many different ways, while the heatmap table highlights the best- and worst-performing cohorts.