A cohort is a group of users who have performed a particular group of events or share a common set of property values. You can use cohorts to analyze a specific group of users in the Analysis reports or to target that group of users through Messages.
You do not need to create user profiles to create a cohort. Cohorts can also include anonymous users.
Create a New Cohort In Users
To create a cohort, click on Cohorts in the Users section, and click + New Cohort on the upper right corner.
You can build a cohort based on events, event properties, user properties, and even other cohorts. You can also create a cohort that combines multiple existing cohorts.
First, select an event, people property, or cohort from the first drop-down menu. Each set of criteria that you select is considered a group.
If you define multiple groups, click on the AND button to tailor your logic to fit your use case. When you click on AND, the option switches to OR, which gives you greater flexibility in targeting.
Circular logic in cohorts creates an error. Here are a couple examples of circularity that break a cohort:
- Cohort A = Power Users
Cohort B = Churn Risk Users
Cohort C = High-Paying Users
Cohort D = Cohort C OR Cohort A
Then change Cohort A = Cohort D
This will result in “Power Users = Power Users OR High-Paying Users”.
- Cohort B = Users NOT IN Cohort A
Cohort A = Cohort B
This will result in “Cohort B = Users NOT IN Cohort B”.
Filtering by Events
If you select an event, you can choose how frequently that event is performed or not performed by the users you are targeting.
If you filter for events that were performed more than once, you can specify whether users need to perform it over a period of time, or over a period of time on unique days.
When you select an event filter, you can add more specific event property filters by clicking the + Filter button.
You can add more conditions to this targeting event by clicking the + Condition button in the top right.
Use the OR, AND, THEN logic options alongside the ANY and ALL options to tailor your cohort to a specific group of users.
Filtering by Property
If you select a people property as a filter, the options available in the filter will vary depending on the data type of the property (string, number, boolean, or date).
You can select people property filters by clicking the + Filter button.
You can also add one or more conditions to the property filter by clicking the + Condition button at the top right of the group. This serves as a second property filter.
You can then select whether you want your targeted users to have both the targeting property and the condition, or one or the other.
Filtering by Cohort
If you select a cohort, you can select whether you want to target users in or not in the cohort.
You can select additional people property filters for that cohort by clicking the + Filter button.
This can be used to build cohorts from pre-existing cohorts. Note that if you do so, you will not be able to delete the dependency cohort until you delete the original cohort.
For example, you can create a new cohort A, which combines cohorts B and C and some event properties, but you will not be able to delete cohorts B or C.
Learn more about deleting cohorts here.
Save a Cohort
When you finish defining the group filters for your cohort, click Save. You must give your cohort a name if you did not do so in the group filter screen. You can add a cohort description to give your team more context about the group of users in your cohort.
Decide whether or not you want the rest of your team to see your cohort by selecting HIDDEN or VISIBLE below the description field.
When you select HIDDEN, other project members will not see your cohort in the cohorts dropdown menu when building reports. Other project members can view reports whose query includes a hidden cohort if they have a direct link or access through saved reports.
When you select VISIBLE, all other project members will see your cohort in the cohorts dropdown menu when building reports. This means they can use your cohort when building a report.
The RESTRICT CHANGES option is checked by default. This stops other project members from editing your cohort. Uncheck the box to allow other project members to edit your cohort.
Note: Project owners can always make changes to cohorts.
Click Save to finalize the cohort creation. You can see your cohort in the YOUR COHORTS tab. You can see cohorts created by other project members in the ALL COHORTS tab.
Update a Cohort
You can update cohorts and any changes you make to your base cohort will reflect in other cohorts that depend on it. For example if a Churn Risk Users cohort (A) is defined as “users who have not done any event in the last 30 days”, you can create a dependent cohort called Churn Risk Users in San Francisco (B), which is “Users in Churn Risk cohort AND have the property ‘City’ = ‘San Francisco’”.
Now, if you make any changes to Cohort A, such as changing the date range to “users who have not done anything in the last 60 days”, then Cohort B will automatically update to use the new definition of Cohort A.
Create a New Cohort In Analysis
You can also create a new cohort directly from the Funnels and Retention reports. Learn more about these methods below: