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Cohort group type,Cohort group value,Cohort day,Born,Updated profile,Sent first message,Unlocked first achievement,Made two posts Total,,10/18/12,55,26,244,146,135 Total,,10/19/12,57,27,246,147,142 Total,,10/20/12,59,29,247,148,148 Total,,10/21/12,61,31,248,149,155 Total,,10/22/12,63,33,249,149,161 Total,,10/23/12,65,35,250,149,167 Total,,10/24/12,66,37,250,149,173 Total,,10/25/12,68,39,249,149,180 Total,,10/26/12,70,40,249,148,185 Total,,10/27/12,71,42,248,148,191 Total,,10/28/12,72,44,247,147,197 Total,,10/29/12,74,46,245,146,202 Total,,10/30/12,75,48,243,145,207 Total,,10/31/12,76,49,241,143,212 Total,,11/01/12,77,51,238,141,217 Total,,11/02/12,78,53,235,140,221 Total,,11/03/12,79,54,232,138,226 Total,,11/04/12,80,56,229,135,230 Total,,11/05/12,80,57,225,133,233 Total,,11/06/12,81,59,221,131,237 Total,,11/07/12,81,60,217,128,240 Total,,11/08/12,81,62,212,125,242 Total,,11/09/12,82,63,207,122,245 Total,,11/10/12,82,64,202,119,247 Total,,11/11/12,82,65,197,116,249 Total,,11/12/12,82,66,192,112,250 Total,,11/13/12,81,67,186,109,251 Total,,11/14/12,81,68,180,106,252 Total,,11/15/12,80,68,174,102,252 Total,,11/16/12,80,69,168,98,252 Sign-up referrer,Email,10/18/12,422,371,296,7,32 Sign-up referrer,Email,10/19/12,431,386,287,8,32 Sign-up referrer,Email,10/20/12,440,401,278,8,32 Sign-up referrer,Email,10/21/12,448,415,269,8,31 Sign-up referrer,Email,10/22/12,455,429,260,8,31 Sign-up referrer,Email,10/23/12,462,442,251,8,31 Sign-up referrer,Email,10/24/12,469,456,241,8,30 Sign-up referrer,Email,10/25/12,474,468,231,8,30 Sign-up referrer,Email,10/26/12,480,481,221,8,30 Sign-up referrer,Email,10/27/12,484,493,211,8,29 Sign-up referrer,Email,10/28/12,488,504,201,8,29 Sign-up referrer,Email,10/29/12,491,515,191,8,28 Sign-up referrer,Email,10/30/12,494,525,181,8,28 Sign-up referrer,Email,10/31/12,496,534,171,8,27 Sign-up referrer,Email,11/01/12,497,543,161,8,26 Sign-up referrer,Email,11/02/12,497,551,151,8,26 Sign-up referrer,Email,11/03/12,497,559,142,8,25 Sign-up referrer,Email,11/04/12,496,565,132,8,24 Sign-up referrer,Email,11/05/12,495,571,123,8,23 Sign-up referrer,Email,11/06/12,492,576,113,8,23 Sign-up referrer,Email,11/07/12,490,581,104,8,22 Sign-up referrer,Email,11/08/12,486,585,95,8,21 Sign-up referrer,Email,11/09/12,482,587,87,8,20 Sign-up referrer,Email,11/10/12,477,589,79,8,19 Sign-up referrer,Email,11/11/12,472,591,71,8,19 Sign-up referrer,Email,11/12/12,465,591,63,8,18 Sign-up referrer,Email,11/13/12,459,591,56,7,17 Sign-up referrer,Email,11/14/12,452,590,49,7,16 Sign-up referrer,Email,11/15/12,444,588,42,7,15 Sign-up referrer,Email,11/16/12,435,585,36,7,14 Sign-up referrer,Search,10/18/12,371,296,7,32,597 Sign-up referrer,Search,10/19/12,386,287,8,32,598 Sign-up referrer,Search,10/20/12,401,278,8,32,599 Sign-up referrer,Search,10/21/12,415,269,8,31,598 Sign-up referrer,Search,10/22/12,429,260,8,31,597 Sign-up referrer,Search,10/23/12,442,251,8,31,594 Sign-up referrer,Search,10/24/12,456,241,8,30,591 Sign-up referrer,Search,10/25/12,468,231,8,30,588 Sign-up referrer,Search,10/26/12,481,221,8,30,583 Sign-up referrer,Search,10/27/12,493,211,8,29,578 Sign-up referrer,Search,10/28/12,504,201,8,29,571 Sign-up referrer,Search,10/29/12,515,191,8,28,565 Sign-up referrer,Search,10/30/12,525,181,8,28,557 Sign-up referrer,Search,10/31/12,534,171,8,27,549 Sign-up referrer,Search,11/01/12,543,161,8,26,540 Sign-up referrer,Search,11/02/12,551,151,8,26,530 Sign-up referrer,Search,11/03/12,559,142,8,25,520 Sign-up referrer,Search,11/04/12,565,132,8,24,509 Sign-up referrer,Search,11/05/12,571,123,8,23,497 Sign-up referrer,Search,11/06/12,576,113,8,23,485 Sign-up referrer,Search,11/07/12,581,104,8,22,473 Sign-up referrer,Search,11/08/12,585,95,8,21,460 Sign-up referrer,Search,11/09/12,587,87,8,20,446 Sign-up referrer,Search,11/10/12,589,79,8,19,432 Sign-up referrer,Search,11/11/12,591,71,8,19,418 Sign-up referrer,Search,11/12/12,591,63,8,18,403 Sign-up referrer,Search,11/13/12,591,56,7,17,389 Sign-up referrer,Search,11/14/12,590,49,7,16,373 Sign-up referrer,Search,11/15/12,588,42,7,15,358 Sign-up referrer,Search,11/16/12,585,36,7,14,343 Sign-up referrer,Coupon,10/18/12,296,7,32,597,603 Sign-up referrer,Coupon,10/19/12,287,8,32,598,578 Sign-up referrer,Coupon,10/20/12,278,8,32,599,553 Sign-up referrer,Coupon,10/21/12,269,8,31,598,527 Sign-up referrer,Coupon,10/22/12,260,8,31,597,502 Sign-up referrer,Coupon,10/23/12,251,8,31,594,476 Sign-up referrer,Coupon,10/24/12,241,8,30,591,450 Sign-up referrer,Coupon,10/25/12,231,8,30,588,425 Sign-up referrer,Coupon,10/26/12,221,8,30,583,400 Sign-up referrer,Coupon,10/27/12,211,8,29,578,375 Sign-up referrer,Coupon,10/28/12,201,8,29,571,350 Sign-up referrer,Coupon,10/29/12,191,8,28,565,326 Sign-up referrer,Coupon,10/30/12,181,8,28,557,302 Sign-up referrer,Coupon,10/31/12,171,8,27,549,278 Sign-up referrer,Coupon,11/01/12,161,8,26,540,255 Sign-up referrer,Coupon,11/02/12,151,8,26,530,233 Sign-up referrer,Coupon,11/03/12,142,8,25,520,212 Sign-up referrer,Coupon,11/04/12,132,8,24,509,191 Sign-up referrer,Coupon,11/05/12,123,8,23,497,171 Sign-up referrer,Coupon,11/06/12,113,8,23,485,152 Sign-up referrer,Coupon,11/07/12,104,8,22,473,134 Sign-up referrer,Coupon,11/08/12,95,8,21,460,117 Sign-up referrer,Coupon,11/09/12,87,8,20,446,101 Sign-up referrer,Coupon,11/10/12,79,8,19,432,86 Sign-up referrer,Coupon,11/11/12,71,8,19,418,72 Sign-up referrer,Coupon,11/12/12,63,8,18,403,59 Sign-up referrer,Coupon,11/13/12,56,7,17,389,47 Sign-up referrer,Coupon,11/14/12,49,7,16,373,37 Sign-up referrer,Coupon,11/15/12,42,7,15,358,28 Sign-up referrer,Coupon,11/16/12,36,7,14,343,20 Sign-up referrer,Tweet,10/18/12,7,32,597,603,13 Sign-up referrer,Tweet,10/19/12,8,32,598,578,13 Sign-up referrer,Tweet,10/20/12,8,32,599,553,12 Sign-up referrer,Tweet,10/21/12,8,31,598,527,12 Sign-up referrer,Tweet,10/22/12,8,31,597,502,11 Sign-up referrer,Tweet,10/23/12,8,31,594,476,10 Sign-up referrer,Tweet,10/24/12,8,30,591,450,10 Sign-up referrer,Tweet,10/25/12,8,30,588,425,9 Sign-up referrer,Tweet,10/26/12,8,30,583,400,8 Sign-up referrer,Tweet,10/27/12,8,29,578,375,8 Sign-up referrer,Tweet,10/28/12,8,29,571,350,7 Sign-up referrer,Tweet,10/29/12,8,28,565,326,7 Sign-up referrer,Tweet,10/30/12,8,28,557,302,6 Sign-up referrer,Tweet,10/31/12,8,27,549,278,6 Sign-up referrer,Tweet,11/01/12,8,26,540,255,5 Sign-up referrer,Tweet,11/02/12,8,26,530,233,4 Sign-up referrer,Tweet,11/03/12,8,25,520,212,4 Sign-up referrer,Tweet,11/04/12,8,24,509,191,4 Sign-up referrer,Tweet,11/05/12,8,23,497,171,3 Sign-up referrer,Tweet,11/06/12,8,23,485,152,3 Sign-up referrer,Tweet,11/07/12,8,22,473,134,2 Sign-up referrer,Tweet,11/08/12,8,21,460,117,2 Sign-up referrer,Tweet,11/09/12,8,20,446,101,1 Sign-up referrer,Tweet,11/10/12,8,19,432,86,1 Sign-up referrer,Tweet,11/11/12,8,19,418,72,1 Sign-up referrer,Tweet,11/12/12,8,18,403,59,1 Sign-up referrer,Tweet,11/13/12,7,17,389,47,0 Sign-up referrer,Tweet,11/14/12,7,16,373,37,0 Sign-up referrer,Tweet,11/15/12,7,15,358,28,0 Sign-up referrer,Tweet,11/16/12,7,14,343,20,0 Favorite feature,Chat,10/18/12,873,180,558,141,346 Favorite feature,Chat,10/19/12,897,170,546,125,335 Favorite feature,Chat,10/20/12,921,159,534,110,324 Favorite feature,Chat,10/21/12,944,149,521,96,313 Favorite feature,Chat,10/22/12,966,139,507,82,301 Favorite feature,Chat,10/23/12,986,129,493,70,289 Favorite feature,Chat,10/24/12,1006,119,479,58,277 Favorite feature,Chat,10/25/12,1024,110,464,47,265 Favorite feature,Chat,10/26/12,1041,100,449,38,253 Favorite feature,Chat,10/27/12,1057,91,433,29,241 Favorite feature,Chat,10/28/12,1072,83,417,21,229 Favorite feature,Chat,10/29/12,1085,74,401,15,217 Favorite feature,Chat,10/30/12,1096,66,385,10,205 Favorite feature,Chat,10/31/12,1107,59,368,5,192 Favorite feature,Chat,11/01/12,1115,51,352,2,180 Favorite feature,Chat,11/02/12,1122,45,335,0,169 Favorite feature,Chat,11/03/12,1128,38,318,0,157 Favorite feature,Chat,11/04/12,1132,32,301,0,146 Favorite feature,Chat,11/05/12,1135,27,284,1,134 Favorite feature,Chat,11/06/12,1136,22,268,4,123 Favorite feature,Chat,11/07/12,1136,17,251,8,113 Favorite feature,Chat,11/08/12,1133,13,235,13,103 Favorite feature,Chat,11/09/12,1130,9,219,19,93 Favorite feature,Chat,11/10/12,1125,6,203,26,83 Favorite feature,Chat,11/11/12,1118,4,187,34,74 Favorite feature,Chat,11/12/12,1110,2,172,43,65 Favorite feature,Chat,11/13/12,1100,1,158,54,57 Favorite feature,Chat,11/14/12,1089,0,143,65,49 Favorite feature,Chat,11/15/12,1077,0,130,77,42 Favorite feature,Chat,11/16/12,1063,0,116,90,35 Favorite feature,Reading news,10/18/12,180,558,141,346,952 Favorite feature,Reading news,10/19/12,170,546,125,335,931 Favorite feature,Reading news,10/20/12,159,534,110,324,909 Favorite feature,Reading news,10/21/12,149,521,96,313,886 Favorite feature,Reading news,10/22/12,139,507,82,301,862 Favorite feature,Reading news,10/23/12,129,493,70,289,837 Favorite feature,Reading news,10/24/12,119,479,58,277,812 Favorite feature,Reading news,10/25/12,110,464,47,265,785 Favorite feature,Reading news,10/26/12,100,449,38,253,758 Favorite feature,Reading news,10/27/12,91,433,29,241,731 Favorite feature,Reading news,10/28/12,83,417,21,229,703 Favorite feature,Reading news,10/29/12,74,401,15,217,675 Favorite feature,Reading news,10/30/12,66,385,10,205,646 Favorite feature,Reading news,10/31/12,59,368,5,192,617 Favorite feature,Reading news,11/01/12,51,352,2,180,588 Favorite feature,Reading news,11/02/12,45,335,0,169,559 Favorite feature,Reading news,11/03/12,38,318,0,157,530 Favorite feature,Reading news,11/04/12,32,301,0,146,501 Favorite feature,Reading news,11/05/12,27,284,1,134,472 Favorite feature,Reading news,11/06/12,22,268,4,123,444 Favorite feature,Reading news,11/07/12,17,251,8,113,415 Favorite feature,Reading news,11/08/12,13,235,13,103,387 Favorite feature,Reading news,11/09/12,9,219,19,93,360 Favorite feature,Reading news,11/10/12,6,203,26,83,333 Favorite feature,Reading news,11/11/12,4,187,34,74,306 Favorite feature,Reading news,11/12/12,2,172,43,65,281 Favorite feature,Reading news,11/13/12,1,158,54,57,256 Favorite feature,Reading news,11/14/12,0,143,65,49,232 Favorite feature,Reading news,11/15/12,0,130,77,42,208 Favorite feature,Reading news,11/16/12,0,116,90,35,186 Favorite feature,Fun facts,10/18/12,558,141,346,952,19 Favorite feature,Fun facts,10/19/12,546,125,335,931,14 Favorite feature,Fun facts,10/20/12,534,110,324,909,10 Favorite feature,Fun facts,10/21/12,521,96,313,886,6 Favorite feature,Fun facts,10/22/12,507,82,301,862,3 Favorite feature,Fun facts,10/23/12,493,70,289,837,1 Favorite feature,Fun facts,10/24/12,479,58,277,812,0 Favorite feature,Fun facts,10/25/12,464,47,265,785,0 Favorite feature,Fun facts,10/26/12,449,38,253,758,0 Favorite feature,Fun facts,10/27/12,433,29,241,731,1 Favorite feature,Fun facts,10/28/12,417,21,229,703,2 Favorite feature,Fun facts,10/29/12,401,15,217,675,4 Favorite feature,Fun facts,10/30/12,385,10,205,646,7 Favorite feature,Fun facts,10/31/12,368,5,192,617,11 Favorite feature,Fun facts,11/01/12,352,2,180,588,16 Favorite feature,Fun facts,11/02/12,335,0,169,559,21 Favorite feature,Fun facts,11/03/12,318,0,157,530,26 Favorite feature,Fun facts,11/04/12,301,0,146,501,33 Favorite feature,Fun facts,11/05/12,284,1,134,472,40 Favorite feature,Fun facts,11/06/12,268,4,123,444,48 Favorite feature,Fun facts,11/07/12,251,8,113,415,56 Favorite feature,Fun facts,11/08/12,235,13,103,387,65 Favorite feature,Fun facts,11/09/12,219,19,93,360,74 Favorite feature,Fun facts,11/10/12,203,26,83,333,84 Favorite feature,Fun facts,11/11/12,187,34,74,306,94 Favorite feature,Fun facts,11/12/12,172,43,65,281,105 Favorite feature,Fun facts,11/13/12,158,54,57,256,116 Favorite feature,Fun facts,11/14/12,143,65,49,232,128 Favorite feature,Fun facts,11/15/12,130,77,42,208,140 Favorite feature,Fun facts,11/16/12,116,90,35,186,153 Favorite feature,Polls,10/18/12,141,346,952,19,787 Favorite feature,Polls,10/19/12,125,335,931,14,735 Favorite feature,Polls,10/20/12,110,324,909,10,683 Favorite feature,Polls,10/21/12,96,313,886,6,632 Favorite feature,Polls,10/22/12,82,301,862,3,583 Favorite feature,Polls,10/23/12,70,289,837,1,534 Favorite feature,Polls,10/24/12,58,277,812,0,487 Favorite feature,Polls,10/25/12,47,265,785,0,442 Favorite feature,Polls,10/26/12,38,253,758,0,398 Favorite feature,Polls,10/27/12,29,241,731,1,356 Favorite feature,Polls,10/28/12,21,229,703,2,316 Favorite feature,Polls,10/29/12,15,217,675,4,278 Favorite feature,Polls,10/30/12,10,205,646,7,242 Favorite feature,Polls,10/31/12,5,192,617,11,208 Favorite feature,Polls,11/01/12,2,180,588,16,176 Favorite feature,Polls,11/02/12,0,169,559,21,147 Favorite feature,Polls,11/03/12,0,157,530,26,120 Favorite feature,Polls,11/04/12,0,146,501,33,96 Favorite feature,Polls,11/05/12,1,134,472,40,74 Favorite feature,Polls,11/06/12,4,123,444,48,55 Favorite feature,Polls,11/07/12,8,113,415,56,39 Favorite feature,Polls,11/08/12,13,103,387,65,26 Favorite feature,Polls,11/09/12,19,93,360,74,15 Favorite feature,Polls,11/10/12,26,83,333,84,7 Favorite feature,Polls,11/11/12,34,74,306,94,2 Favorite feature,Polls,11/12/12,43,65,281,105,0 Favorite feature,Polls,11/13/12,54,57,256,116,0 Favorite feature,Polls,11/14/12,65,49,232,128,4 Favorite feature,Polls,11/15/12,77,42,208,140,10 Favorite feature,Polls,11/16/12,90,35,186,153,19

Visualize my data

Format is comma-separated with quotes like Excel. A guide to columns:

1. Cohort group type: Think of this as an enum type name.
2. Cohort group value: Think of these as enum values within an enum type.
3. Cohort day: Day to which the entry belongs, in the format MM/DD/YY (American short), MM/DD/YYYY (American long), or YYYY-MM-DD (ISO 8601). For October 25, 2012, the formats respectively are: 10/25/12, 10/25/2015, 2015-10-25.
4. State1: Number of users exclusively in state 1.
5. State2: Number of users exclusively in state 2.
6. ... Additional state columns

First row is used to name the various user states you have. It should be in the format "Cohort group type,Cohort group value,Cohort day,State1 name,State2 name,...".

The dataset may have the same user appear in many rows that are of different group types. What's important is for each group type the user is only in one row with one group value; aka the tuple (group value, cohort day) should be a unique row for each cohort group type. Order of the rows does not matter.

Example CSV

Here's a simple example for a fake social network with "Sign-up Referrer", "Favorite feature", and "Total" cohort group types. This only counts a user towards one sign-up referrer row, one favorite feature row, and one total row. In the case of "Total" the only valid grouping value is the empty string, which this tool treats specially.

Negative values

The sign of a column value is treated specially. The cohort data may include two rows with the same (group value, cohort day) tuple, but one with all positive column values, and one with all negative column values. Example usage: When a user joins your service, have a positive value on their birthday. When the same user leaves the service, have the same negative value on their leave date. This lets you see the rate of sign-ups and drop- offs independently. If you view both positive and negative values cumulatively, you will plot your peak active users over time.

A cohort is a group of people who share a common characteristic or experience within a defined period (Wikipedia). It's used a lot in health to track how different groups of patients respond to disease and medication. It can be used in business to track progress in the funnel.

For software and websites, cohorts are useful because they let you measure the impact of your product changes over time. Simple example: Using cohorts you can see the conversion rate of new users from two months ago and compare it to new users of today. Ideally, this would let you judge if your software is getting better over time, users are getting happier, etc. Sometimes you'll see that things are getting worse.

Cohort analysis can apply to more than just users. For example, you could treat a set of articles on a blog as the source dataset; the levels of traffic or reshares could be mutually exclusive states; and you could treat common tags as a group type, or author as a group type. This tool would let you drill down and compare all of those groupings pretty easily.

One of the most interesting things about cohort analysis is the graphs change over time. If you take a snapshot of your cohort data today and then take another snapshot two months from now, you'll see that the older cohort bars have changed. This happens because users who signed up two months ago remain active and continue to make progress in your funnel over extended periods. It's useful to save your cohort datasets after you collect them, so you can compare to the past.

Other things to read to understand the motivation and method behind this:

• Cohort Analysis: Metrics for a Scalable Business (kera.io)
• My Cohort Analysis workshop for the Google Ventures Startup Lab (read the speaker notes)
• Ash Maurya on Actionable Metrics (ashmaurya.com)
• The Cohort Analysis (avc.com)
• Doing Cohort Analysis with Map Reduce (my blog)

Here's a quick guide to the calculations presented on the right. A "bar" is every cohort for a particular day. A "bar segment" is one part of the bar for a day in single color, corresponding to a particular "cohort state" (like "Made two posts" above), which is usually some level of progression in the funnel.

Copyright 2012-2015 Brett Slatkin

Licensed under the Apache License, Version 2.0 (the "License"); you may not use this file except in compliance with the License. You may obtain a copy of the License at

http://www.apache.org/licenses/LICENSE-2.0

Unless required by applicable law or agreed to in writing, software distributed under the License is distributed on an "AS IS" BASIS, WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. See the License for the specific language governing permissions and limitations under the License.

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