Contents x
Cohort Analysis
  • 23 Jun 2022
  • 2 Minutes to read
  • Contributors
  • Print
  • Dark
    Light
  • PDF
Contents

Cohort Analysis

  • Updated on 23 Jun 2022
  • 2 Minutes to read
  • Contributors
  • Print
  • Dark
    Light
  • PDF
Article summary

Cohort is a group of unique users based on shared attributes such as the play duration of the users that arrived at your site via your campaigns and offer codes within a certain timeframe. The cohort data is based on the End date (To field) from the date picker. The time interval is calculated from the difference between the End date and the date set in the Start date (From field). 

This means that if you want to track the user engagement (use Latest % Users Active and Latest % of Users Retained metrics for this) for the users that bought subscriptions via an offer code or a campaign launched only today, to get the Week 1 KPI, you must wait for 7 days after the launch. In ViewLift, Day 1 is the day of user dimension, likewise for Week and Month.

In Cohort, your base is only SVOD users, non-subscribers are not included in the report.  

1. All the active subscription plans 2. KPI 3. Dimension

All active subscription plansList of active subscriptions. Select the check box against the individual plans to get a drilled-down report for the corresponding plan.
Metric (KPIs)The metric that’s being measured for each cohort.
Use the Secondary Metrics list to add a secondary user metric and compare it with the primary metric side by side. Click Apply to generate the report.
Overall, Campaign, Offer, Other Dimensions

Track Cohorts based on Campaigns (campaign source and campaign medium), Offer, Offer codes, and other dimensions.
For example, you can fetch the cohort data based on Offer Code from Other Dimensions and select the Play Duration per User metric to know the play duration per user data for the selected offer code cohort.

For definitions for the dimensions in the Other Dimensions list, see this article. 

Offer Code cohorts by Play Duration per User

Metrics definition

Plays per UserTotal number of streams per subscribed user over time.
Play Duration per UserTotal number of streaming duration in minutes per user over time.
Latest % Users Active

Latest percentage of active users for the date range specified in the report.
You can derive the DAU, WAU, and MAU using the date range and this metric.

Daily Latest % Users Active (DAU) - are users that watched at least once a day.

Weekly Latest % Users Active (WAU)- are users that play videos on your site or apps at least once a week. 

Monthly Latest % Users Active (MAU)- are users that play videos at least once a month over the specified date range.

Note: 

Daily Latest % Users Active will also show up in the weekly and monthly cohorts.

You can further analyze your active users by calculating the ratio of DAU to MAU for a full month. A higher DAU/MAU ratio indicates good user engagement.

Latest % of Users Retained
(Customer Retention Rate)		Users retained from day 1 up to any number of days/weeks/months.

Ways to use cohort data

Cohort analysis helps you understand the behavior of groups of users aside from your whole user group. Examples of how you can use cohort analysis include:

  • Analyze individual cohorts to understand how user groups respond to short-term marketing efforts like email campaigns.
  • See how the behavior and performance of individual groups of users change day to day, week to week, and month to month through KPIs (metrics) relative to the available dimensions in ViewLift.


Was this article helpful?
What's Next