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Comparing every location against the whole network isn't always fair — a store in a dense urban market and one in a small rural town operate under very different conditions. Geographic Cohorts group your units by the demographic profile of each unit's territory, so every location is benchmarked against its true peers.

How Cohorts Are Built

Fran Metrics pulls demographic data for each unit's territory and groups similar markets together automatically. What counts as a unit's "territory" is controlled by your organization's Geo-Scope setting:

• Single ZIP — the unit's own ZIP code
• Territory ZIPs — a set of ZIP codes you define per unit, picked directly on a map with expand-outward selection
• Radius — a distance around each unit's address
• Driving Distance (New!) — define a unit's territory by drive time from its address instead of a straight-line radius. Requires the Esri demographic source (see below).

Cohorts can also be set manually if you'd rather define the peer groups yourself. Per-unit cohort settings can be exported to CSV, and bulk overrides can be applied the same way.

Newly created cohorts are inserted at the top of the cohort list, so your latest work is always easy to find.

Demographic Sources: Census vs. Esri

Fran Metrics supports two demographic data sources, selected in your organization's demographic configuration:

• Census (included) — US Census data, free and included with the platform. Powers ZIP, territory ZIPs, and radius geo-scopes.
• Esri (premium) (New!) — A paid upgrade with a much wider catalog of demographic variables for cohorting, richer refresh behavior, and driving-distance territory support. Reach out to [email protected] if you'd like Esri enabled for your network.

KPI-Based Cohorts (New!)

A new way to build cohorts, alongside demographic and user-defined groups: build them from KPI results. Pick a KPI, and Fran Metrics groups your locations into buckets based on their actual performance (for example, revenue tiers or customer-count bands). Use them anywhere cohorts are used, including the Cohort Ranking report, to benchmark units against peers that perform at a similar level.