This article is about Google Analytics 4 properties. Refer to the Universal Analytics section if you're still using a Universal Analytics property, which will stop processing data on July 1, 2023 (July 1, 2024 for Analytics 360 properties).

[GA4] Cohort

A group of app or website users that share a common characteristic identified by an Analytics dimension. For example all new app users today, or visitors to your website in the last week. Cohorts analysis can help illustrate how well your app or website is able to retain users.

Cohorts reports: LIFE CYCLE > Retention.

Cohorts analysis: EXPLORE > Analysis > Template Gallery > Cohort analysis.

Other examples of cohorts:

  • Users acquired during the analysis time period, or
  • Customer making their first transaction during the analysis time period.

Learn more about cohorts.

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