To access a detailed report on how the audience in each cohort progresses through the journey assigned to this cohort, go to Cohort -> [Name of the cohort] -> "Journey" tab.
There you’ll see all the changes that the audience have gone through, with red numbers representing drops of the audience and green – the increase of the audience.
The audience for each cohort can change over time based on four main factors:
- People are automatically removed from a cohort if they no longer meet the criteria for that cohort.
- New contacts who are added to your CRM or updated in your CRM to meet the criteria for a cohort are automatically included.
- Targets can move through different stages within the journey.
- Targets can also progress through various steps within a stage.
Please note! There might be a slight delay in seeing newly added contacts reflected in the cohort. This is because the cohort data is updated based on CRM data synchronization, which occurs approximately every 4 hours. You'll be able to see the updated numbers in both the cohort and journey statistics after the next successful sync.
Here’s what each of the columns in the report means:
1. First "As of [date]" column. This column shows the number of people who were at each stage and step of the journey at the beginning of the selected timeframe.
2. "Cohort match". This column displays how many targets met the cohort criteria and how many became ineligible during the selected period.
3. "Stage match". This section shows how targets moved across different stages based on the criteria they met. Within this column, you can scroll down to see details on the targets' final stages after they met the cohort criteria, including how many moved to different stages or became ineligible.
4. "Steps transitions". This section details how targets progressed through various steps and the criteria that caused these transitions.
Imagine you see a value of -30 next to the "Warm-up" stage and a +30 next to the "Advanced content" step. This means 30 prospects were moved out of the "Warm-up" stage and into the "Advanced content" step. Among these 30 prospects, 10 people clicked on the ad at least once (met the “one click" criterion) and 20 saw the ad at least 15 times (reached the "15 impressions" threshold). These are just examples, and the specific criteria for moving prospects will vary depending on your buyer’s journey settings.
5. Last "As of [date]" column. This column shows the amount of contacts that each stage or step contains at the end of a chosen period.