E-commerce cohorts report template for marketing teams and agencies by Porter (2024)

A Cohort analysis report should include metrics broken down by visibility, engagement, and conversion. Data should be segmented by campaign, channel, audience, content, objective, and date. For example, tracking the number of impressions, clicks, and conversions for a specific ad campaign on different social media platforms, targeting different age groups, with different ad formats, aiming to achieve different objectives, and analyzed over a specific time period.

To analyze the data for a Cohort analysis report: 1) Choose metrics such as visibility (e.g., impressions, reach), engagement (e.g., clicks, likes, shares), and conversion metrics (e.g., conversions, revenue). 2) Add context by comparing against cost (e.g., cost per impression, cost per click), date range (e.g., daily, weekly, monthly), goals (e.g., target conversion rate), rates (e.g., click-through rate), and benchmarks (e.g., industry average conversion rate). 3) Segment data by campaign (e.g., different ad campaigns), channel (e.g., social media platforms), audience (e.g., age groups), content (e.g., types of creatives used), objective (e.g., brand awareness vs. lead generation), and date (e.g., monthly cohorts). For example, to analyze the visibility metrics, compare the impressions and reach of different ad campaigns segmented by target audience groups or evaluate the number of clicks and click-through rate for various content types over a specific date range.

To build a Cohort Analysis E-commerce dashboard, 1) connect your e-commerce platform and Google Analytics accounts. 2) Select metrics such as conversion rate, average order value, and customer lifetime value to monitor performance. 3) Segment data by campaign, channel, audience, product, customer content, objective, and date. For example, you can break down data by new vs. returning customers, or by product categories. 4) Add filters or buttons to make your report interactive, such as a date range filter or a product category dropdown. 5) Share your dashboard via PDF, scheduled emails, or links.

A Cohort analysis e-commerce dashboard is a visual tool that tracks and analyzes the behavior of specific groups, or cohorts, over time to identify trends or patterns. It is significant for businesses as it helps in understanding customer behavior, improving customer retention, and optimizing marketing strategies. Tools like Looker Studio are commonly used to create these dashboards, which typically include key elements like cohort size, retention rate, and revenue per cohort. Real-time data monitoring is crucial as it provides up-to-date insights for quick decision-making. For learning how to create a marketing dashboard using Looker Studio, visit our YouTube channel: https://www.youtube.com/@porter.metrics.

Yes, Looker Studio allows you to download your report as a PDF. To do it, follow these steps:

Before downloading your report choose the date range you want to visualize on your report.
Click on the “File” menu at the top left corner of the screen.

Select “Download as” from the drop-down menu and choose “PDF.”

You can choose which pages you want to download, and also you can add a password to protect the report and add a link back to the online report.

Click on “Download” to save the report on your device.