Overview
Retention reports help you analyze how well your product retains users over time. They track how many users return and perform actions after their first interaction, typically grouped by day, week, or month. This allows you to identify how long users stay engaged, when drop-offs occur, and which cohorts show the highest retention.
Getting started
Go to the Analytics section -> Reports tab and select "Create report".
Select the Retention report.
Selecting Retention events
To start, select two events.
Click Select an event under the Event section on the right-hand panel.
Choose an event from the dropdown list (e.g., Sign Up, Product Viewed, Checkout Started, etc.).
Click Select an event on the second event section.
Choose the second event from the dropdown list.
Setting Retention criteria
The Retention criteria define the time interval used to measure user return activity. You can choose to analyze retention by day, week, or month. This setting determines how the cohorts are grouped and how the system tracks whether users come back within each period.
Day. Tracks user return activity each day after their first event.
Week. Tracks retention weekly.
Month. Measures whether users return in subsequent months.
Use this setting to align retention tracking with your product’s typical usage cycle (e.g., daily for apps, weekly/monthly for subscription services).
Setting Retention measuring
The Retention measuring setting defines how user return activity is quantified in the report. You can choose between two metrics:
Retention rate. Displays the percentage of users who return in each time period compared to the size of the original cohort. This is useful for quickly identifying how well users are retained over time.
Unique users. Shows the absolute number of users who return during each time interval. This is helpful when you want to track exact user counts rather than percentages.
Choose the option that best fits your analysis needs — percentages for trend insights, or raw counts for volume tracking.
Applying Filters (Optional)
Click Add Filter to refine your data.
Filters apply globally across all events of the retention, allowing you to segment users based on specific conditions (e.g., cart activity, price range, device type, location, or user properties).
Select relevant criteria such as Cart, Price, or any custom property.
Filters can be applied using different conditions, such as "equals", "contains", or "in list", to fine-tune the analysis.
Adding Breakdown (Optional)
Breakdown segment data into groups.
Click Add Breakdown to segment data by attributes such as city, country, subscription type, browser, or device, etc.
Breakdowns allow you to compare retention across different user groups (e.g., by country, device type, or plan), with a separate retention curve shown for each group.
The breakdowns reflect in both the visualization and table data, allowing users to observe differences in conversion rates between groups.
Viewing the Funnel Report
Once the report is configured with a starting event, the retention visualization will be generated.
Visualization - Retention Chart - See how users return over time after performing the initial event.
The chart will display:
Retention rate or unique users: Depending on your selected measuring method, you'll see either the percentage or the exact number of users returning in each time interval (day, week, or month).
Cohort timeline: Tracks user return activity over time, starting from the cohort's first event.
If breakdowns are applied, each group (e.g., country, plan type, or device) will have its retention curve, clearly color-coded to support easy visual comparison across segments.