Key indicators of audience cohort analysis

[subornaakter20]

You can analyze your own website using the Google Analytics analytical system. It is convenient to take the date of the first visit to the site or the first session as a parameter that unites people into a cohort. The duration of the analysis depends on the size of the group. Information is collected for a certain period: a day, a week or a month. It is also interesting to see what actions new clients perform over a certain period of time.

Let us dwell on the evaluation outlook email list markers, since this is the key indicator of the analysis. We present a list of criteria for conducting the study:

The duration of the entire cohort's stay on the site.

Number of goals achieved by the group

Income received from this group.

Fluctuations in the number of visitors to a site over a period of time.

Changing the number of page views.

Determining the total number of visits, as well as highlighting in a separate cell the dynamics of visits by one client.

A graph showing visitor transactions.

Displaying in a separate cell the average time spent on the site by one user.

Average goal completion rate per visitor.

Average income figure for one client.

An average indicator reflecting the number of views of a site by one client.

An average indicator reflecting the time one visitor spends on the site.

The average number of transactions completed by one person.

Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Also of interest to specialists is the calculation of the user retention rate - this is the percentage of visitors who returned to your page again. With the help of cohort analysis, you can get a lot of useful data for your business. For example, by studying the dynamics of site visits, you can determine when visitors visit it more often. The time of sessions will show whether their visit was accidental or they have a specific goal.

The simplest algorithm for conducting cohort analysis
For cohort analysis, different categories of visitors and reference points are selected. At the beginning, it is necessary to determine the purpose of the study. This method is multifaceted and multitasking, there is no single solution, you can identify a variety of criteria and indicators. But there are several main directions that you can rely on.

Define a cohort. Identify groups of visitors of interest to you with common criteria (date, action) at a specific time:

With the same date of first visit.

General date of application submission.

General date of first payment.

One date when customers opened the newsletter.

The general date on which the decision was made.

Narrowing the group type. You have the general date and action marked, now define additional criteria to characterize the cohort, if necessary:

How old are the clients?

Are they men or women?

Where they live.

What do they do for a living?

How did they hear about you?

What stage are the transactions at?

Do they have a special coupon or discount?

Why the deal was not completed.

What was the reason for the return?

What type of leads do they belong to?

The simplest algorithm for conducting cohort analysis

Source: mojo cp / shutterstock.com

Purpose of the analysis. Decide what indicators you are interested in.

Sales figures.

Revenue indicators.

Change in profit.

Cost value.

Average check indicators.

Determine the time period you are interested in for analysis.

Day.

Week.

Month.

Year.

All digital data is usually collected in a CRM system (in Bitrix24 or Megaplan), on any online analytical service (for example, in Google) or end-to-end analytics services are used. Then you can view the figures in the analytics systems used, and it is also convenient to perform the entire cohort analysis in Excel. There can be no single requirement here. The main thing is to choose high-quality services with adequate internal filters.