UA Cohort Analysis: Turning Data Into Smarter Campaigns
- Fátima Castro Franco
- 1 hour ago
- 3 min read
In 2025, installs alone don’t tell the story. User acquisition (UA) teams need to know not just how many users they bring in, but what those users do over time. That’s where cohort analysis comes in.
By grouping users based on shared traits (install date, campaign, reward type, geography), UA managers can uncover patterns in retention, monetization, and engagement — and use those insights to optimize campaigns for long-term growth.
What Is Cohort Analysis in UA?
Cohort analysis is the process of dividing users into groups (cohorts) that share a common characteristic, then tracking their behavior over time.
Common UA cohorts include:
Acquisition channel (rewarded ads vs social ads).
Creative variant (which ad drove the install).
Reward type (coins vs premium items).
Install date (users acquired during a campaign week).
Geo or demographic (e.g., US iOS vs Brazil Android).
Instead of broad averages, cohort analysis shows how different user groups perform, helping marketers spend smarter.
Why Cohort Analysis Matters for UA
Reveals True Retention
See if users from Campaign A stick around longer than Campaign B.
Exposes Creative Impact
Measure if one ad variant attracts users who monetize better.
Improves ROAS Accuracy
Cohorts show not just CPI, but long-term LTV by segment.
Informs Reward Design
Compare whether rewarded video users retain better than offerwall users.
Guides Budget Allocation
Shift spend toward cohorts that deliver sustainable returns.
Key Cohort Metrics to Track
Day 1 / Day 7 / Day 30 Retention → which campaigns deliver stickiness.
ARPU (Average Revenue per User) → track monetization by cohort.
LTV (Lifetime Value) → measure long-term profitability.
Churn Rate → see which cohorts drop off fastest.
ROAS (Return on Ad Spend) → connect acquisition cost to actual value.
How to Use Cohort Analysis in Practice
Group by Acquisition Channel
Example: compare TikTok installs vs rewarded video installs.
Insight: rewarded installs may cost more upfront but deliver better D7 retention.
Test Creative Variants
Run two ad creatives → check which cohort monetizes higher.
Insight: bold CTA may boost CTR but attract low-value users.
Compare Reward Types
Offerwall vs rewarded video → which yields higher LTV?
Insight: offerwalls often bring fewer but higher-spending users.
Segment by Region
Different geos respond differently to incentives.
Insight: LATAM may show high opt-ins, while US shows stronger monetization.
Best Practices for UA Cohort Analysis
Don’t just stop at installs → track cohorts through the funnel.
Run A/B tests systematically → change one variable at a time.
Check long-term trends → D7 is good, but LTV tells the real story.
Automate reporting → use MMP dashboards (Adjust, AppsFlyer, Singular) to save time.
Align with product teams → cohorts can inform design and monetization strategies.
Final Thoughts
Cohort analysis transforms UA from guesswork into strategy. Instead of chasing the cheapest CPI, marketers can identify which users deliver lasting value — and scale campaigns around those insights.
Studios that master cohort analysis will waste less, scale faster, and acquire users who truly matter.
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