Google Analytics Metric
Web Analytics
Cohort analysis groups Google Analytics users by their acquisition date or shared characteristic and tracks their behaviour over time. It reveals how engagement, retention, and conversion patterns evolve for different user groups, distinguishing between changes in user quality and changes in product experience.
Google AnalyticsWeb AnalyticsCohort Analysis
Cohort analysis groups Google Analytics users by their acquisition date or shared characteristic and tracks their behaviour over time. It reveals how engagement, retention, and conversion patterns evolve for different user groups, distinguishing between changes in user quality and changes in product experience.
Why cohort analysis matters for Google Analytics users
Aggregate metrics conflate the behaviour of new and existing users. Your overall engagement rate may appear stable while new user cohorts are actually declining - masked by strong performance from established users. Cohort analysis separates these signals.
Mapping cohort metrics into your metric tree reveals whether changes in overall performance are driven by shifts in user acquisition quality or changes in user experience. This distinction determines whether the solution is a marketing fix or a product fix.
Understand and act on cohort analysis with KPI Tree
KPI Tree connects cohorted user data from your warehouse and maps retention and engagement curves per acquisition cohort into your tree. Compare cohort performance over time.
Assign RACI ownership to your growth analytics lead. Set alerts when new cohorts underperform historical benchmarks and track investigations into acquisition quality or experience changes.
Get started with your Google Analytics data
MCPPull metrics from Google Analytics directly through the Model Context Protocol.
Connect your existing warehouse where Google Analytics data already lands.
Our professional services team can build you turn-key AI foundations in a matter of weeks. Data warehouse on Snowflake/BigQuery, ELT with Fivetran, all modelled in dbt with a semantic layer.
Related Google Analytics metrics
Return Visitor Rate
Web AnalyticsMetric Definition
Return Visitor Rate = (Returning Users / Total Users) x 100
Return visitor rate measures the percentage of Google Analytics users who have visited your site before within a defined period. It indicates site stickiness and content value - whether users find enough reason to come back after their initial visit.
New User Rate
Web AnalyticsMetric Definition
New User Rate = (New Users / Total Users) x 100
New user rate measures the percentage of Google Analytics users who are visiting your site for the first time within a given period. It indicates the balance between acquisition of new audiences and retention of existing ones, revealing the composition of your traffic.
Session Duration
Web AnalyticsMetric Definition
Average Session Duration = Total Session Time / Total Sessions
Session duration measures the average time users spend on your site during a single Google Analytics session. In GA4, it is calculated as the time between the first and last event in a session, providing a measure of how long users actively engage with your content.
Conversion Rate
Web AnalyticsMetric Definition
Conversion Rate = (Conversions / Sessions) x 100
Conversion rate measures the percentage of Google Analytics sessions or users that complete a defined conversion event - such as a purchase, signup, form submission, or key feature interaction. It quantifies how effectively your website turns visitors into customers or leads.
Audience Segmentation
Web AnalyticsMetric Definition
Audience segmentation divides Google Analytics users into distinct groups based on demographics, behaviour, technology, or acquisition source. It enables comparison of how different user segments interact with your site and convert, revealing which audiences deliver the most value.
All Google Analytics metrics
Attribution ModellingAudience SegmentationBounce RateCampaign Performance ROIContent Performance AnalysisConversion RateCustom Event Conversion RateEvent Tracking RateExit RateFunnel AnalysisGeographic PerformanceGoal Completion RateMobile vs Desktop PerformanceNew User RatePage Load Time ImpactPages per SessionReal-Time MonitoringReturn Visitor RateSearch Query PerformanceSession DurationTime-Based Trend AnalysisTraffic Source AnalysisUser Acquisition CostUser Flow AnalysisEmpower your team to understand and act on Google Analytics data
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