If your business operates with a long sales cycle, trial opportunity, or recurring revenue model the cohort tool is invaluable. With the cohort report you can see the life time value of users against the cost required to obtain them.
Cohort Report Table
Users can access cohort reports by clicking on the "cohort" tab at the top of their screen.
The cohort report will aggregate all spending for a particular day, week, or month from the channels you choose and show you break even and life time value.
For example, in the image below we can see that on September 29th 2017 we spent a total of $97.67 from all our advertising channels. As we move from left to right across the table we can see that on day 7 (D7) a conversion occurs that reduces our spend to $67.68, but we still don't break even.
In contrast, if we shift our focus to September 30th 2017 (the row below) we begin to convert on day 3 (D3), day 5 (D5), and day 6 (D6), finally on day 9 (D9) we begin to generate a profit from our aggregated spend that occurred on September 30th, 2017 and our numbers turn green to reflect this. We can also read this as the life time value of our spend on September 30th 2017, so below on day 11 (D11) our life time value is $76.27.
All traffic is an aggregate of all your marketing channels, but you can use the 'source' dropdown menu to drill down into a specific channel or campaign.
At the same time you are free to adjust the attribution model as well using the dropdown menu towards the top of your screen. Learn more about Attribution models by clicking the link here.
Cohort Report Chart
Users can see revenue, return on ad spend (ROAS), as well as spend in a chart view by clicking the "chart" tab within the cohort page.
While the metric dropdown is adjusted to 'Return on Ad Spend (ROAS)' the chart will tell you what percentage return you are getting for each dollar spent in advertising. In the example above when aggregating all our channels we find we are getting a 300% return on every dollar spent.
This tool becomes especially powerful when we decide to break out specific channels or campaigns. To do this you can select the "sources" dropdown to the left or click "add sources."
You can choose to break out entire channels or specific campaigns to compare the effectiveness of your spend.
In the example above we can see that our Facebook ads have been more productive producing a nearly 400% return for every dollar spent.
To add we can select the "metrics" tab to the left to also break out spend and revenue by channel or specific campaign.
Finally, this data can be adjusted for your desired attribution model, aggregation date, and date range similar to the table view.
If you have any questions or concerns about this article or feature please feel free to reach out to Support@attributionapp.com