At a glance
Top Cohorts by Conversion is a cohort metric tracked from Amplitude data. Shown as a table, it ranks your behavioural and property-based cohorts by conversion rate, so you can see at a glance which segments turn into buyers and which do not. It moves the conversation from one blended store-wide rate to the segments that actually drive results, which is where acquisition, retention, and merchandising decisions get sharper. Cross-reference the related cards listed below for context.
| What it counts | The conversion rate of each cohort in the window, ranked highest to lowest, as exposed by the Amplitude integration. Computed from the latest available data and refreshed on the standard data refresh. |
| Sample type | Backend API data from Amplitude, refreshed on the standard data refresh. |
| Why it matters | A single store-wide conversion rate hides who is converting. Ranking cohorts shows which segments to lean into and which to fix, turning a flat average into a list of actions for acquisition and merchandising teams. |
| Reading the value | Read the ranking, not just the top row. Compare each cohort’s rate to the store-wide baseline and to the prior period to see which segments are pulling ahead or slipping. Watch cohort size alongside rate, since a tiny cohort’s high rate can be noise. |
| Currency | percent |
| Time window | 30D |
| Alert trigger | - |
| Sentiment key | amp_top_cohorts_by_conversion |
| Roles | owner, marketing |
Calculation
Calculated automatically from your Amplitude data. The card computes a conversion rate for each cohort over the window and ranks the cohorts from highest to lowest. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
A representative reading of Top Cohorts by Conversion for a typical merchant on Amplitude. In the 30 days to 12 Mar 26 the store-wide conversion rate sits at 2.4%, but the cohort table tells a richer story: “returned within 7 days” converts at 9.1%, “arrived from email” at 6.3%, and “first-time mobile” at 1.1%. The headline rate is just an average of very different segments. The action is clear - protect and grow the high-converting returning and email cohorts, and treat the weak first-time mobile rate as a checkout or onboarding problem to fix rather than a reason to stop acquiring. Vortex Mind can trace why a top cohort’s rate moves week to week and which step in its journey leaks; ask Ask Viq “which cohorts convert best this month and how do they compare to the store average” to get the ranked breakdown in plain English.Sibling cards merchants should reference together
| Card | Why merchants reach for it |
|---|---|
amp_funnel_conversion | The store-wide funnel rate each cohort’s conversion is measured against. |
amp_top_conversion_paths | Shows the routes high-converting cohorts take to purchase. |
amp_new_vs_returning | The new-or-returning split behind two of the most common cohorts. |
amp_session_conversion_rate | Session-level conversion, complementing the user-cohort view here. |
amp_top_sources | Reveals which sources feed the best-converting cohorts. |
Reconciling against Amplitude
Where to look in Amplitude’s own dashboard: Cohorts is where you define behavioural and property-based segments, and Funnels is where you measure each cohort’s conversion by applying it as a segment to the same conversion funnel. Dashboards usually holds a saved version of the ranked view. Confirm the conversion event, the period boundaries, and the cohort definitions match the Vortex IQ profile to reconcile cleanly. Why the Vortex IQ value may legitimately differ:| Reason | Direction | What to do |
|---|---|---|
| Period boundary. Vortex IQ uses a rolling 30-day window by default; Amplitude funnels may use calendar months, which changes which conversions count. | Variable | Match the period range. |
| Time zone. Amplitude uses the project time zone; Vortex IQ aligns to the merchant reporting time zone, shifting conversions near the boundary. | Marginal | Confirm time zone match. |
| Filter or segment scope. Differences in how a cohort is defined, or profile-level filters on test and internal traffic, can change a cohort’s rate and its rank. | Variable | Match cohort and filter settings. |