Cohort analysis is a powerful tool for segmenting your website visitors in order to better understand and target them better. By understanding the different groups of visitors that make up your website’s traffic, you can optimize your marketing efforts to better reach them and increase conversions. In this article, we’ll explore how to run a cohort analysis in Google Analytics in order to better segment your traffic.
First, you’ll need to set up data collection for your cohort analysis. Start by defining the dimension for which you want to analyze the cohorts. This could be acquisition date, location, behavior, etc. Once you’ve defined the dimension for your cohort analysis, set up a custom report with the dimension, plus any other metrics you want to track.
Once you have your data collection set up, you’ll need to identify which cohorts should be created. Depending on the dimension you chose, this could include day of the week, month of the year, geography, etc. Make sure to avoid creating cohorts with overlapping parameters, as this could skew your data.
After creating your cohorts, you’ll need to define the metrics you want to track. You can track various metrics, such as engagement and conversion rates, in order to better understand the behaviors of each cohort. Make sure to use metrics that are relevant to your goal and ensure that the metrics are the same across each cohort.
With your data collection and metrics in place, you can start tracking your cohorts. Use the data to compare the performance of each cohort and identify opportunities for improvement. Additionally, you can track the performance of each cohort over time, as well as how different cohorts measure up against each other.
Cohort analysis is an incredibly powerful way to segment your website traffic and learn more about your different user types. By running a cohort analysis in Google Analytics, you can better understand the different groups that make up your website traffic and optimize your marketing efforts to better target them. With the insights from cohort analysis, you can make more informed decisions that will hopefully lead to higher conversion rates.