When you need to segment on your visitors, you have to set 2 periods:
- The analysed period
- The cohort period
With this in mind, you can understand how your December buyers (cohort period) behaved in January (analysed period).
You define a period with a start date and a end date. This is useful when you need for instance to report on your new buyers acquired during an acquisition campaign and during the Summer Sales. This period doesn't change.
The relative cohort has to be used when your analysed period and your cohort period are linked, e.g. to report on the retention. When you choose a relative cohort, it automatically matches with the reported period.
Let's take the following example, with 4 analysis periods...
- The 25th of June 2018
- From the 25th of June to the 3rd of July
- June 2018
- Week 26 2018
...on which we are applying 3 relative cohort periods:
- Previous month (M -1): month before the first day of the analysed period
- Previous week (W -1): week before the first day of the analysed period
- Previous day (D -1): day before the first day of the analysed period
The 25th of June 2018
From the 25th of June to the 3rd of July
Week 26 2018
|Cohort Periods||Cohort Definition|
|M -1||May 2018||May 2018||May 2018||May 2018|
|W -1||Week 25 2018||Week 25 2018||Week 21 2018||Week 25 2018|
|D -1||24th of June 2018||24th of June 2018||31st of May 2018||24th of June 2018|
In the "Segments Manager"
In the Segments Manager, pick the "Visitors with cookies" scope (or "Identified Visitors"). The "period" parameter shows up and then you can choose either a fixed cohort period or a relative cohort period:
This relative cohort period will always be related to the analysis period and not to the day you query the data.