Your guide to treasured insights using cohort reports

Talk of a holistic approach to LTVs have been abundant in the last few years in line with greater synergies between teams working on the same app. Rather than teams competing for resources from differing goals, monetization managers are working increasingly in step with UA managers and live operations teams to ensure that ROI is positive and LTVs are maximized.


How can teams connect changes to the app and UA efforts with retention and lifetime value of their players? Enter: cohort reports. 

What are cohort reports? 

First, let’s define “cohort” 

A cohort is a group of people experiencing a common event over the same time period. This is different from a segment which groups people with a shared commonality that is not time based, most commonly demographics. Segments are a subgroup of people within the same cohort with a commonality. 

So if a cohort is a group of people over time, what can a cohort report tell me? 

Cohort reports are a way to see retention and revenue, split by these time-based cohorts, where the cohort of players is grouped by the date they first install your app – the “user age.” 


Accessible in your Fyber Console’s dynamic reports section, the cohort report allows you to gain insights on user engagement and LTV based on users’ time in the game since first launching it. By analyzing data from the first day of app use onwards, you’ll be able to see trends, identify anomalies with a time based correlation, and impact of different app versions on LTV and retention rates. Paired with the split parameters, a cohort report gives you the in-depth segment analysis that allows you to learn and act on your conclusions.


Columns in a cohort report (the X axis) represent the number of days since that cohort installed your app. D0 represents the date of install, D7 represents seven days after install, D30 represents 30 days after install, etc. 


The Y axis in the heat map chart is labeled with the date of install for that cohort. For your convenience, we’ve also included the number of users who installed on that date. By default, we will display the last 14 day range (D0-D13) but you can adjust your date filter to display up to 30 days. 


The cells in the heat map will contain values for the metric you’ve selected. 


Metrics available include: 

  • LTV
  • Revenue per engaged user
  • Engagement rate
  • Cumulative impressions per user
  • Daily impressions per engaged user 


The darker the cell in the heat map, the higher the value of your selected metric. Darker cells are a good thing – they mean that the cohort is bringing greater value to your app during those dates/columns relative to install date.



What opportunities can I identify with cohort reports? 

When visiting the Cohort Report tab under the Dynamic Reports section in the Fyber Console, you’ll see higher lifetime value over time – darker cells in the upper right hand corner of the heat map – as earlier install cohorts (higher user age D value) remain in your app and continue to generate revenue. The total revenue generated from that cohort of users naturally increases over time, the longer they remain active in your app and continue to explore more features including ad revenue generating events. 


Retention rate is the second most common metric monitored by monetization managers and UA managers in tandem. While player retention rate will naturally decline over time, you can also use cohort reports to map your performance against industry benchmarks (most commonly D7 values) in your app genre to identify opportunities to improve or capitalize on your stronger performance. You may notice a cohort dropping off pretty dramatically after a certain D value which can indicate a level where players may commonly get stuck and abandon your game. Cohort reports give you concrete places to further analyze events like app updates, in-game mechanics, and UA spend on specific dates so you can surpass correlation and discover true causation. 


Engagement rates per ad type across different cohorts may fluctuate depending on your in-game mechanics – most publishers like to track engagement rates for opt-in ad formats like rewarded video. For example, if your game is a midcore title with many core loops, you may see higher engagement rates the longer a player is in your app if they require more time or more rewarded video consumption to progress. This would look like darker cells in the upper right hand corner as well. If you notice that engagement rates fall off after a certain player age, it might be time to re-evaluate that ad type’s implementation in your app – increase virtual reward value per rewarded video, present additional opportunities for players to opt into rewarded videos, etc.  


There will be natural attrition over time of the number of users as they spend less time in your app but a smaller percentage of users stay longer in your app, generating a higher lifetime value for you overall. Keeping these users engaged with your app will bring more sustainable profits and yield higher ROI from the group of users acquired within the same cohort. 


Why should you care about cohort reports as a monetization manager? 


Think bigger picture with long term growth 

Cohort reports remind us that apps are constantly changing and many factors contribute to the way players monetize. By taking a step back from daily or monthly metrics like DAU, ARPDAU, MAU, ARPMAU, we can paint a comprehensive picture of how players behave over time to reduce churn and improve the lifetime value of each player acquired. 


Data is king and with so many pieces of data from different sources, it’s important to join data in a way that makes sense – a time-based commonality, cohorts


With FairBid’s cohort reports, you can easily export data via .csv to combine your ad revenue data with your own proprietary data for analysis. Even with complete LTV data, cohort analysis is just scratching the surface – the ability to split cohort data into additional segments with FairBid can help double click on interesting data that can guide your next updates. Identifying cohorts trends by applying splits like mediated network, IDFA availability and more can compliment your unique monetization strategy. 


Cohort reports are available for Fyber FairBid clients. Read more about the cohort reports here.

Read these next

Contact Us

    By sharing your information you are agreeing to receive communications in regards to any questions or requests submitted on this form. Fyber will keep your information solely for internal tracking purposes and will not use this information for any other purpose. You may request to delete the information provided at any time.

    If you send us a message by clicking the "Send" button, we use a recaptcha service provided by Google LLC to check whether the message was sent by a natural person or a computer program ("bot") in order to ensure that only valid user requests are forwarded to us. Google LLC processes personal information from your browser, such as your browser settings and your click behavior on this screen. Please refer to the Privacy Policy for further information on data processing procedures of our third-party services.