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Cohorts and funnels

See how long after the click visitors convert, and how far they get through an offer's events.

Last updated 3 min read

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Reporting → Cohorts & funnels (/app/reports/cohorts) has two tabs: Click cohorts, which groups conversions by the day of their click, and Event funnel, which follows one offer's events in order. Both use the date range in the top bar and your time zone. Staff with report access (analyst and above) can open them.

Click cohorts#

A cohort is all clicks of one day. The table answers: "of the clicks of 3 October, what share had converted by the same day, by day 1, by day 7, …?"

Build it#

  1. Pick the date range — it selects click days.
  2. Choose an Offer or All offers and click Apply.

Read it#

The card Cumulative conversion rate by days since click has one row per click day:

ColumnMeaning
Click dayThe local day of the clicks.
Unique clicksUnique clicks of that day (probes excluded).
D0, D1, D2, D3, D5, D7, D14, D21, D30Approved conversions up to that many days after the click, divided by the unique clicks — cumulative. Darker cells are higher.
ConversionsAll approved conversions of the cohort (up to day 30).
RevenueTheir revenue in the workspace currency.

Hover a cell for the conversion count behind it. Days count in calendar days of your time zone (D0 = same day).

Only approved conversions that have a click are included; clickless conversions (coupon, manual without click) are not.

Typical uses#

  • Choose a fair hold period or attribution window: if D7 already holds almost all conversions, a 30-day window adds little.
  • Compare partners' traffic: run the cohort for an offer and look at how quickly conversions come in.
  • Spot delayed postbacks: a sudden drop in D0 with normal D1 points to late advertiser postbacks.

Event funnel#

The funnel follows one offer's events in order — the default event first, then the others in the order they were created — and shows how many clicks reached each step.

Build it#

  1. Pick the date range.
  2. Open the Event funnel tab, choose the Offer and click Apply. ("Choose an offer — The funnel follows one offer's events." is shown until you do.)

Read it#

The first bar is Unique clicks on the offer in the period ("entry"). Then one bar per event:

ShownMeaning
Bar valueDistinct clicks with an approved, non-duplicate conversion of this event in the period. A click counts once per step.
% of previousReached ÷ the previous step (the first event ÷ unique clicks).
medianMedian time from the previous step for the same click (the first event: from the click).
rev · payoutRevenue and payout of the step's approved conversions, in the offer's currency.

"This offer has no events." is shown for offers without events.

Example#

An app offer with events install (default), registration and purchase:

StepReached% of previousMedian
Unique clicks10,000entry
install1,20012.0%4m
registration48040.0%2h
purchase6012.5%1d

Notes#

  • Clicks and conversions are both taken from the selected range (conversions by conversion time), so a conversion of an earlier click can count while its click does not. Use a range longer than your typical conversion delay.
  • Steps count clicks independently: a click with a purchase but no registration still counts at the purchase step.

Related#

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