Cohort Analysis Demo: How to Increase App User Quality [Cheat Sheet] - AppsFlyer (Portuguese)

Cohort Analysis Demo: How to Increase App User Quality[Cheat Sheet]

 

What’s a cohort report?
A report that enables you to group users with common characteristics and measure specific KPIs over different timeframes. It offers a really good indication of the quality of the average customer.
How to use cohort to boost LTV
The goal: Increase the lifetime value of an app user.
The means: Increasing the average revenue per user by optimizing user
acquisition sources.
 

Cohort graph on May 1:

Key Takeaways
Network A starts off with a bang, producing high quality users who
are highly active during the first 14 days after which the growth rate
begins to plateau
Network B is also delivering quality users showing a modest yet steady
climb throughout the period
Network C is slowly growing until day 7 but then flattens
Network D performed poorly – not only did it acquire low quality
users that barely generated any revenue, it also did not show any
improvement over time
Optimization Performed
Having noticed the drop on day 14, the marketer began retargeting
his users at that time to encourage them to continue engaging with
the app
The budget of Network B was increased hoping it would generate
more users who would only increase their engagement over time
Network C was broken down to the campaign and ad level and those
that underperformed were removed
Network D was removed
Cohort graph as seen on June 1:
Key Takeaways
Network A starts off with a bang, producing high quality users who
are highly active during the first 14 days after which the growth rate
begins to plateau
Network B continued to deliver quality users (the increase is not seen
in this graph as it shows the average sessions per user, but it can
easily be viewed in the report that measures quantity)
Network C optimization worked well as the engagement growth rate
improved compared to the previous month