Create Cohorts

People usually think about users in terms of groups based on their shared attributes or according to the particular actions they’ve performed. For example, a certain set of attributes may define an “Active User, ”while “High Churn Risk” users might perform a separate sequence of events. The Cohorts tool allows you to define these groups and compare them to one another so that you can improve conversion, engagement, and retention.

A cohort is a group of users who share a certain set of properties or have performed a particular combination or frequency of events. Once a cohort is created in your project, you can use it group and filter data in the Insights or Retention reports.

Create a Cohort

To create a cohort, open the Cohorts manager in your project and click + Create new. You can then enter a set of criteria that define a particular user group.

First, choose whether you would like the cohort to include users who DID or DID NOT perform an event.


Next, select the criteria of the frequency that this event was performed.


Finally, select the date range. You can then choose filters or additional conditions for your cohort.


When it comes to your users, a natural cohort can be defined by combinations of people properties and events that users have performed (or have not performed!). To build these details into your cohort, you can use the “+” button to add additional sets of event or property criteria to your cohort definition. Multiple sets of criteria can then be grouped and prioritized using AND or OR conditional logic.


Use Cohorts to Group Data

Once the cohort is saved, it can be applied in the Insights or Retention reports as a filter or grouping condition.


Cohorts are real-time -- a user may qualify or disqualify for the cohort at any time, depending on whether or not they satisfy the logic saved in the Cohorts manager at the time the cohort is applied. This means that a report that incorporates a cohort may change each time the report is loaded, because it will check for users who qualify for the cohort at that moment.

Video Demo of Cohorts

Note: Cohorts is available on Enterprise plans. Visit the pricing page for more details about Mixpanel’s billing plans.

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