Cohorts Explained

In this article

Cohort users based on any of the data you're collecting in Permutive

With Permutive all of the data you're collecting can be used to build highly custom cohorts.  Here we look at how cohorts work, with examples.

How Cohorts Work

In the Permutive dashboard, you create cohorts by defining audiences based on on-site behaviors that users perform. After a specific set of behaviors has been defined and the cohort has been created, every user who browses your site and performs those behaviors will instantly be added to the cohort.

This process occurs before the page loads, so the user can instantly be delivered targeted advertising based on that cohort. From then on, cohorts constantly update to remain accurate as a user browses your site.

Example: Engaged Sport Readers

We've created an 'Engaged Sports Readers' cohort of users who have read 3+ sport-related articles in the past 30 days as shown below:


 How Cohort Creation Happens

A user hits the site and browses their first sports article, 5 minutes later, they click on a second sport-related article, and two weeks later they view their third sport-related article. As the page is loading Permutive processes this data and adds the user to the 'Engaged Sports Readers' cohort. This cohort can immediately be passed into other platforms (for example, into Google Ad Manager for a football-related advertising campaign). 

After 30 days from when the user entered the cohort, the user will exit the cohort unless they continue to perform sports-related pageviews and meet the criteria specified in the cohort.

Building Cohorts

You can build a cohort based on any of the events you're collecting in Permutive.

For each event, you can select

  • The time range it happened over (time)
  • How often the event happened (frequency)
  • The properties of the event (its data)

Combine these with AND/OR statements for a highly flexible approach, meaning you can build complex cohorts easily. 

Reviewing Your Cohorts

You can see all your cohorts in the Permutive dashboard, how long ago they were created, their unique cohort ID and their estimated audience size. Using Permutive Analytics you can analyse the behaviour, growth and overlap of your cohorts.

If you have any questions, please contact customer support by emailing or chat to the Customer Operations Team via the LiveChat icon in the bottom right corner of your screen.


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