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Learn how to use Everflow's Cohort Report to understand how users interact with your campaigns (Offers/Ads) over time and how long it takes them to take important actions.

Overview

The Cohort Report helps you understand how long after a specific top-level metric (e.g., Click) occurs, another metric (e.g., Conversion/Event) happens.

This report is particularly useful for analyzing the effectiveness of your marketing campaigns and optimizing your strategies based on user behavior over time.

In this guide, we'll walk you through accessing and interpreting the Cohort Report, using examples relevant to performance marketing.

Why Use It?

See Time Patterns: Understand how long users take to convert.
Track User Behavior: See how different groups of users act over time.
Find Trends: Spot patterns in how users interact with your campaigns.
Better Marketing: Use real data to improve your strategies.

Accessing The Report

Find and open the Cohort Report in Everflow.

In your Everflow dashboard, navigate to the Analytics section in the main menu.

Select Cohort from the reporting options.

Setting Up Your Report

Configure the date range, metrics, and filters for your Cohort Report.

Select your desired date range (up to 30 days)

Choose the top-level metric (e.g., Clicks) and the secondary metric (e.g., CV)

Apply any additional filters

, such as Offer, Advertiser, Partner, etc.

Click Run Report

Interpreting The Results

Analyze the data presented in the Cohort Report.

The Cohort Report presents data in a grid format, with each row representing a cohort based on the top-level metric and each column representing a day within the selected date range.

The two first columns show the date of the top-level metric and the metrics itself (e.g., click date)

Subsequent columns show the number of secondary metrics (e.g., conversions) that occurred on each day following the top-level metric

The "Day 1" column represents the number of secondary metrics that occurred on the same day as the top-level metric

"Day 2" shows the number of secondary metrics that occurred one day after the top-level metric, and so on

Advanced Features

Action

Description

Copy Link to Report

Click "Copy Link to Report" in the three-dot menu

to share the report with colleagues or bookmark it for quick access

Show API Request

Select "Show API Request" to view the API call used to generate the report

Save

Use the "Save" option to save your report configuration for future use

Load

Click "Load" to access previously saved report configurations

Schedule Report

Select "Schedule Report" to set up automated report generation and delivery

Request Report

Choose "Request Report" to submit a request for a report in CSV or JSON for bigger ranges of data (60 days, 120 days, etc.)

A Real-Life Example

Imagine you're running a performance marketing campaign for a mobile app called "Fitness Frenzy."

Here's how you might use the Cohort Report to analyze the campaign's effectiveness:

Set up the report:

Select a 30-day date range

Choose "Clicks" as the top-level metric and "CV" as the secondary metric

Filter the report to focus on the "Fitness Frenzy In-App Purchase" offer

Analyze the results:

Look at the "Day 1" column to see how many users converted on the same day they clicked the ad

Check the subsequent columns to understand how many users converted each day following their initial click

Identify any patterns or trends in user behavior (e.g., a high number of conversions on "Day 3" might indicate that users tend to convert after trying the app for a few days)

Optimize your strategy:

Based on the insights gained from the Cohort Report, you might:

Adjust your ad targeting to focus on users more likely to convert quickly

Implement retargeting campaigns to re-engage users who haven't converted within a specific timeframe

Collaborate with the app developers to optimize the user experience and encourage faster conversions

By regularly analyzing the Cohort Report, you can gain valuable insights into the performance lifecycle of your traffic and make data-driven decisions to optimize your marketing campaigns.

Explore Related Content

Explore these complementary reports to gain further insights into your data.

➔ Flex Report: Review a pivot table in which you may group and slice data by selecting one or more columns.
➔ Dynamic Nested Report: View two layers of data, of your choosing, in one nested view.
➔ Variance Report: Easily compare the performance of two different time periods on data points.

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