A cohort is a set of users who started using your app at the same time (such as on the same day, or during the same week). This report illustrates how well the app retains users.
The graph shows you whether users acquired on one date continue using the app at a greater rate than users acquired on another date. Each row represents a cohort. The bottom row represents the most recent cohort. The top row represents the earliest cohort.
Darker shading indicates that a higher percentage of users in the cohort returned to use the app again. Over time, the shading becomes lighter as fewer users return to use the app. For example, the user retention rate for cohort is higher than that of cohort after two weeks of usage.
Filter data by campaign
You can filter the report data by first_open campaign. The users included in a campaign cohort are determined by the cross_channel_last_click attribution model.