Cohort analysis is used primarily as a study to help identify common parameters and patterns in the behavior of website users. Here are some examples of cohort analysis: measuring the period of customer activity to optimize loyalty strategies; assessing the impact of changes in a product or website on user behavior; identifying the most effective channel for attracting customers (giving maximum profit and requiring minimum costs to attract a buyer); assessing the results of new incentive events - promotions, special offers, discounts - to stimulate long-term customer activity or increase conversion. Using cohort analysis, we can identify a specific segment of users from the mass of visitors and website users attracted by a specific promotion, who came in a certain month, or who came to the website from a specific traffic channel.
To collect data, you can use the functionality o norway mobile database f popular web analytics systems, such as Google Analytics 4. Basic capabilities for analyzing cohorts among site visitors or buyers are available here. Unfortunately, Google web analytics does not always process data on users attracted by Yandex Direct contextual advertising or those who came from Yandex search qualitatively, and the tool itself is not convenient for all marketers and is often not used to collect information and build end-to-end analytics.
Marketers who prefer collecting statistics on site visitors and clients using Yandex Metrica can use the counter functionality to conduct cohort analysis. To build an analysis, you need to start by defining the period for which the indicators will be evaluated and identifying cohort parameters (e.g. traffic sources, target audience segments). After defining the parameters, build a report and evaluate the obtained indicators.