About the Cohort report

Use the cohort report to gain insight into how your users are behaving and being monetised since installing your app. 

In this article:

• Overview of the cohort report
• Benefits of using the cohort report
• Understanding cohorts
• FAQs

Overview of the cohort report

Cohorts are groups of users that installed and opened your app within the same time period. For example, all users who installed and opened your app on 1 July belong to the same install cohort.

The report provides the lifetime value (LTV) of a user cohort, including:

• LTV: The overall LTV for a user cohort, including revenue from in-app purchases, ads and subscriptions.
• IAP LTV: The LTV from in-app purchases for a user cohort.
  To view IAP LTV data for your Android apps, you must:

  • Link your app to a Firebase project. 
  • Link your Google Play account to the Firebase project. 
• Ads LTV: The LTV from ads revenue for a user cohort. The ads revenue is the total revenue from the AdMob Network, your bidding ad sources and your estimated third-party revenue. 
• Subscription LTV: The LTV from subscriptions for a user cohort. 

The cohort report also provides the retention rate of a user cohort. Retention is the percentage of users in a cohort who continue to open your app after install. Learn more.

Benefits of using the cohort report

It can be helpful to track cohorts to learn about your users’ behaviour. This can help you make data-driven decisions about your engagement, user acquisition and monetisation strategy. 

Consider using this report to: 

• Inform your user acquisition strategy (What bid should I set?)
• Identify which countries are most valuable (Which countries have high LTVs?)
• Understand the breakdown of revenue (Is more revenue coming from IAP or ads?)
• Compare your apps' performance (Compare a new app's D1 LTV to an older app's D1 LTV)
• Understand how users respond to changes in your app (Does LTV increase after making certain changes in the app?)

Understanding cohorts

Users are grouped into a cohort on the day that they install and open your app for the first time; this is called D0. Dx denotes the number of days since install. You’ll be able to see average per-user data for the following cohort milestones: 

• D1: The day after the user installed your app. 
• D3: three days after install. 
• D7: seven days after install. 
• D14: 14 days after install. 
• D28: 28 days after install. 
• D60: 60 days after install.

In the example report above, D3 LTV is £0.013 for install week 8/3/2020–14/3/2020. This means that on average, a user who installed in that week earns a cumulative revenue of £0.013 via ads or IAP between the day that they install and three days later. 

Also note that some rows in the example above don’t show data for all metrics. This means that the cohorts in that install week haven’t reached all the milestones yet. 

Some cohorts are also “partial” in that not all users in the cohort have reached the milestone. Let’s look at a partial cohort in the example report above and assume that the report is run on 1/4/2020. 

For install week 22/03/2020–28/03/2020, users who installed on 28/03/2020 haven't reached the D7 milestone (they'll reach the D7 milestone on 04/04/2020) and are therefore not included in the D7 LTV calculation.

FAQs