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Understanding the behavior of your users is a necessary element in any marketing effort. The means to this is being critical to the sets or even subsets of your audience. The reaction of a certain group of audience with respect to a particular ad is not the same with that of others. This is to this point that cohort is necessary. A cohort is defined as a group of users who share common characteristics.
A cohort analysis application of Google Analytics is a very powerful tool that lets you isolate and analyze cohort behavior. With this, you can understand the behavior of component groups of users apart from that of the total population in general. With the use of this application, you can see the consistence, improvement or deterioration across cohorts. Of course, having cohort analysis report, you will be able to retain, engage and/or acquire users. Also, you will be able to know the response to your short-term marketing efforts. This is so exciting especially in cases where you are running campaigns as a holiday approaches.