Overview
The Cohort report connects each visit to the date the originating impression was served, helping you see when visits happen across the attribution window and how quickly visit activity develops.
Use the activity timeline to select a campaign or account activity and compare visit patterns before and after the event. This allows you to analyze how performance changed around updates such as creative, audience, or budget changes without treating the activity as definitive proof of what caused the change.
📝 Note: The Cohort report can help you identify patterns around recorded activities, but it does not establish that an activity caused a performance change. Website traffic, seasonality, delivery behavior, and other factors may also affect visit patterns.
How it works
How it works
The Cohort report groups impressions by the date they were served. Each impression date forms a cohort, and attributed visits remain connected to that cohort even when the visits occur on later days.
Each cohort accumulates visits across the configured attribution window. Newer cohorts show fewer elapsed days because their attribution windows are still in progress, while older cohorts include more complete visit data. This separates when an ad was served from when the resulting visit occurred.
Access It
Sign in to the MNTN Platform.
Click on the REPORTING tab.
From the left navigation pane, under Reports, click Cohort.
Compare Visit Patterns Around an Activity
Use the Activity Timeline to select a campaign or account activity within the report’s date range.
Selecting an activity divides the Cohort Analysis and Heat Chart into impression cohorts from before and after the activity date. Visits remain grouped by the date of the originating impression, even when the visit occurs after the selected activity.
Campaign-specific activities filter the report to the associated campaign. Account-level activities keep the full impression dataset in view. Deselect the activity to return to the unfiltered report.
Read Visit Timing by Impression Date
Use the Heat Chart to see when visits occur after impressions are served.
Each column represents an impression date, or a cohort of impressions served on the same day. Day 1 represents visits that occurred on the same day the impression was served. Subsequent rows show visits that occurred on later days after the impression.
The rows show:
Total Impressions: The number of impressions served on that date.
Total Visits: The total visits attributed to that impression cohort so far.
Day 1: Visits that occurred on the same day as the impression.
Day 2 and later days: Visits that occurred that many days after the impression.
Read down a column to follow one impression cohort across its attribution window. Read across a row to compare visits occurring at the same elapsed day across different impression dates.
More recent cohorts contain fewer populated days because less time has passed since those impressions were served. Their visit data continues to develop as the attribution window progresses.
Review Visit Patterns Across the Attribution Window
Use Cohort Analysis to see how visits from each impression-date cohort develop over time.
Each line represents one impression-date cohort and shows the visits attributed to that cohort across the elapsed days since the impressions were served. Read the chart from left to right to see how visit activity changes from Day 1 through the remaining days in the attribution window.
The shape of each line shows whether visits are concentrated closer to the impression date or continue across later days. More recent cohorts may have shorter lines because fewer days have elapsed since those impressions were served.
Quick Answers
How long does the report track visits?
How long does the report track visits?
The report tracks visits across the applicable attribution window. The number of elapsed-day rows reflects the attribution window used for the report.
Does Cohort predict future performance?
Does Cohort predict future performance?
No. The report uses existing impression and visit data to show how visits developed across the attribution window. Projecting future performance is outside the current scope.