You will need this terminology. Hover over these terms:
| Cohort | Event | Cohort Event | Cohort Date Analysis | Actual Date Analysis |
Events can be measured in multiple ways based on your business needs:
- Cohort Event Analysis: Use when you want to understand how a group of new users engages with your app within your choice of time. Your dataset is a given cohort of new users.
- Actual Event Analysis: Use when you want to study your revenue and engagement within your choice of time. Your dataset is your entire user base.
- Unique Events: Use when you want to study how many users triggered an event that can only happen once.
- First Events: Use when you want to study how many users triggered an event for the first time.
The following table shows you examples of how these types of events interact.
| Cohort Events |
Actual Events |
|
|---|---|---|
|
Use Case |
Cohort Events: In the first X days after a cohort of users installed your app, how many times did they perform an event? Example: You have a group of users who installed the app between March 21 and March 28. How many in-app purchases did these users make in the first 3 days after installation? |
Actual Events: In a given date range, how many times was an event performed, regardless of when the user installed the app? Example: How many purchases were made between March 21 and March 28? |
|
Unique Events |
Unique Cohort Events: In the first X days after a cohort of users installed your app, how many distinct users performed an event? Example: You have a group of users who installed the app between March 21 and March 28. How many of these users made at least one purchase in their first 7 days of using the app? |
Unique Actual Events: In a given date range, how many distinct users performed an event, regardless of their conversion date? Example: How many distinct users made an in-app purchase between March 21 and March 28? |
|
First Events |
First Cohort Events: In cohort date analysis, first events = unique events. It's just asking the same question in a different way. Example: You have a group of users who installed the app between March 21 and March 28. How many users made an in-app purchase for the first time in their first 7 days of using the app? Note: First events are counted per device. If you're tracking users with multiple devices, a user who signs up twice on two different devices will be recorded as two "first actual events". |
First Actual Events: In a given date range, how many users performed an event for the first time, regardless of their conversion date?* Example: How many users made an in-app purchase for the first time between March 21 and March 28? Supported for Enterprise Customers only. |
About Re-engagement:
- In addition to installs, there's another type of conversion called re-engagement. This affects cohort analysis because when a user is re-engaged, the user's conversion date for the purpose of cohort analysis is the date of re-engagement (not the date of the original install).
- Re-engagement also triggers a new process of attribution. If the attributed network is different from the network that was credited for the original install, the re-engagement itself and any subsequent activity by the user in the app (including revenue) are attributed to the new network.
How to see these events in your reports
Reminder: To set up event tracking, you first define events in your SDK integration. After that, you define events in Singular > Settings > Events. This allows event data to be presented in aggregated reports.
To see cohort events in your reports, select one or more of the events you defined. Then select one or more cohort periods. The date range you choose for the report is interpreted as the conversion date.
To see actual events in your reports, select one or more of the events you defined. Instead of a cohort period, select "Actual". The date range you choose for the report is interpreted as the actual date you want event counts for.
To see unique cohort events (= first cohort events) and unique actual events in your reports, define your events as unique when you set them up in Settings > Events.
Then, run the report with a cohort period or "Actual".
To see first actual events, talk to your Customer Success Manager or open a ticket for Singular Support, detailing the metric you are interested in. The Singular team will set up a custom metric for you that will appear on the Reports page.
