Cohorts allow you to define groups by performed events and their corresponding properties and then 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 a project, it can be used to group and filter data for granular analysis.
Use Cohorts in Reports
Cohorts are created in the Cohorts manager. After a cohort is created, that cohort will be available to analyze in core Mixpanel reports.
Cohorts can be used in:
Insights - Breakdown or filter Insights reports by one or more cohorts. Breakdown by cohorts allows you to compare multiple cohorts, while filter by cohorts allows you to limit the report to specific cohorts.
Flows - Filter Flows reports to show only users in or not in a specific cohort.
Funnels - Filter Funnels reports by one or more cohorts to limit the report to specific cohorts.
Retention - Filter Retention reports by one or more cohorts to limit the report to specific cohorts as well as compare the results across cohorts.
Signal - Select a cohort as the target users as well as select user presence in a cohort as the goal event.
Cohorts have several characteristics that can affect results in Mixpanel reports. While Cohorts are intuitive, the following features are important to realize when interpreting results.
Cohorts are Dynamic
Users qualify for a cohort based on the specified conditions. This doesn’t ensure that that user will always be in the cohort.
For example, assume the condition of the cohort is performing a “Song Play” event in the last 30 days. If a user plays a song once in thirty days, they will enter the cohort. If that user doesn’t listen to another song at the 30 day mark, however, then they will exit the cohort as they no longer meet the qualifying condition of having performed a “Song Play” event in the last 30 days.
Cohorts are Always Current at the Time you Run a Report
A cohort is always current and will reflect users that meet the qualifying conditions at the time a report is run. It is not possible to review the history of a cohort.
This is important to consider when running a report with a “From Date” and “To Date” selected. The analyzed cohort will not be the cohort during the “From Date” and “To Date” time period. The analyzed cohort will be users currently in the cohort.