Cohort analysis has been around for a while, but in GA4 it gets integrated into the Analytics Hub with some new capabilities. If the idea of cohorts in marketing feels familiar, it is. It's been ...

Cohort analysis is a way of evaluating your business that involves grouping customers into “cohorts” and observing how they behave over time. A commonly used approach is monthly cohort analysis, where ...

When it comes to marketing, the term "cohort" refers to specific experiences, events or other factors shared by a group of consumers according to Google. These cohorts are used to identify and target ...

This article is part of the series This is research, where we ask academics to share and discuss open access articles that reveal important aspects of science. Today’s piece looks at a vital concept ...