# Build Cohorts That Matter

Segment your users by behavior, properties, or any criteria you define. Understand who your users really are and how different groups behave.

## Why Cohort Building Matters

Aggregate data hides the story. Segments reveal it.

### Not All Users Are the Same

Your power users behave differently than casual visitors. Enterprise customers have different needs than SMBs. Populations let you see these differences clearly.

### Target the Right People

Stop sending the same message to everyone. Build cohorts based on behavior and properties, then export them for targeted campaigns that actually convert.

### Watch Segments Grow Over Time

Track how your key populations evolve. Are your power users growing? Is your at-risk segment shrinking? Know where your business is heading.

## How Populations Work

Build segments in clicks, not code.

### Flexible Condition Builder

Create segments using any combination of events and properties. "Did X at least 3 times in the last 30 days" - build any criteria you need.

### Populations Dashboard

See all your segments in one centralized view. Active populations update every 24 hours, with real-time data when you drill in.

### Growth Visualization

Track up to five populations on the same graph. See how your key segments grow or shrink over time - identify trends before they impact revenue.

### Color-Coded Filters

Organize populations by business function with custom color tags. Keep your segments organized as your analytics mature.

### Suggested Populations

Get smart recommendations for segments you should be tracking. Kickstart your cohort analysis with proven starting points.

### Export for Action

Export any population as a CSV for email campaigns, ad targeting, or CRM sync. Turn insights into action instantly.

## Compare Populations Side by Side

Understand how different user segments stack up against each other. Compare behaviors, engagement, and conversion across any populations you define.

See exactly where segments diverge - whether it's feature adoption, retention, or revenue contribution - so you can prioritize the right actions for each group.

## Build a Population in Seconds

Creating a cohort is as simple as describing who you want to find. Use our visual condition builder to define your criteria without writing any code.

Example condition:

Has done event "Visited Site"

at least 1 time

in the last 30 days

→ Returns all people who visited your site in the last month

## Watch Your Segments Evolve

Track how your key populations grow or shrink over time. Spot trends early and understand whether your efforts are moving the needle.

Are your power users growing? Is your at-risk segment shrinking? Population trends give you the answer at a glance.

## Populations You Should Be Tracking

Get inspired by common cohorts that drive business insights.

### Power Users

Logged in at least 10 times in the last 30 days

Identify advocates, gather feedback, reduce churn risk

### Trial At Risk

Started trial but haven't completed core action

Trigger onboarding emails, offer help, improve activation

### High-Value Customers

Revenue > $1,000 AND active in last 7 days

VIP support, upsell opportunities, retention focus

### Churned Last Month

Cancelled subscription in last 30 days

Win-back campaigns, exit surveys, churn analysis

### Enterprise Accounts

Plan Type = "Enterprise" AND Team Size > 10

Account management, feature adoption, expansion revenue

### Mobile-Only Users

Device = "Mobile" AND never used desktop

Mobile experience optimization, push notification strategy

## Push Segments to Your Tools

Connect your populations to HubSpot, Salesforce, and more. Automatically sync segments so your marketing and sales teams always have the latest data.

## Start segmenting your users today

Free to start. Build your first cohort in minutes.