Key Concepts

Segments and cohorts

Explore the practice of breaking down data into meaningful groups. Learn why site-wide averages can hide important differences in segment and cohort specific behavior.

1 min read

What segments and cohorts actually are

Segments

Segments group visitors by a shared characteristic; such as their traffic source, age, device type, or physical location.

Cohorts

Cohorts group visitors by a shared starting point in time; such as everyone who first visited your website in a given month.

Why site-wide averages don't show the whole picture