PHOTO:
Adobe
If the idea of cohorts in marketing feels familiar, it is. It's been around for a long time â I even explained cohort analysis in Google Analytics back in 2015. The application for cohort analysis has grown among marketers, and Google had to keep up, particularly with the recent redesign of Google Analytics, GA4. Enter the updated cohort analysis in GA4.
A cohort is a group of people, things or events that share statistical factor â like age, class and time periods. In marketing, cohorts are meant to identify a demographic.
One of the reasons cohorts are vital to advanced marketing is because of the capability they give to sort the traffic arriving to your website and the type of traffic your content and marketing ads create. Reviewing general visitor metrics like returning visitors can provide a broad overview of traffic type.