The Retention overview report is made up of individual cards that summarize user retention data on your website or app.
By default, Google Analytics populates the report with a number of useful cards; however, you can customize the cards that appear in the report so they're more tailored to your business goals. Learn more
View the report
- Sign in to Google Analytics.
- From the left menu, select Reports
.
- On the left, click Retention.
As an Editor or Administrator, you can add the report if it isn't available in the left menu.
Adjust the date range
By default, all the cards in the report show data for the last 28 days. You can adjust the date range using the dropdown in the top right of the report. Adjusting the date range updates the data for all the cards in the report.
Interpret the card icons
A Data quality icon appears in the top right of each card. The icon indicates how much of the data you are seeing in the card. For example, in the following image, you would be looking at 100% of the available data for the card.
Additionally, if a filter has been applied to a card, you will see the Filter icon. You can hover your mouse over the icon to learn more about the filter definition. If you are an Editor or Administrator, you can change the filter definition in the card.
New and returning users
New users are users who visited your site or app for the first time. Returning users are users who have visited your website or app before. Google Analytics identifies users based on the reporting identity selected in Admin.
User retention by cohort
User retention by cohort shows how well your site or app retains users by cohort. A cohort is a collection of users who are grouped by some criteria. In this case, the cohort is the day the user was acquired.
The chart includes up to three lines, one for each cohort. The "Day 1", "Day 7" and "Day 30" lines show the average amount of time spent on your site or app after 1, 7, and 30 days since they were first acquired.
For example, 4 users visit your site on October 1. By October 2, 3 users return so the "Day 1" line on October 1 will be 75%. By October 8, 2 users return so the "Day 7" line on October 1 will be 50%. By October 31, 1 user returns so the "Day 30" line on October 1 will be 25%.
The following chart shows that by August 30, 5.8% of users returned to the website, and by September 5, 0% of users returned to the website. The data in this chart suggests that the website or app isn't retaining users successfully.
User engagement by cohort
User engagement by cohort shows the average amount of time users spend engaged on your site or app after they were first acquired. In this case, the cohort is the day that the user was acquired.
The chart includes up to three lines, one for each cohort. The "Day 1", "Day 7" and "Day 30" lines show the average amount of time spent on your site or app after 1, 7, and 30 days since they were first acquired.
For example, the following chart shows that by August 29, users spent an average of 1 minute and 47 seconds on the website. It also shows that by September 5, users average 0 minutes and 00 seconds on the website. The data in this graph suggests that the website isn't retaining users successfully. If users found the website more useful over time, you would see an increase in engagement 7 days later.
User retention
User retention shows the percentage of users who return each day in their first 42 days. The chart starts with 100% user retention when all users visit for the first time. It decreases from the first day as users drop off.
User engagement
User engagement shows the average engagement time of users who return in their first 42 days. Analytics includes only returning users in the average engagement time.
Lifetime value
Lifetime value shows the average revenue generated by new users over their first 120 days. The chart can help you determine how valuable users are based on the additional revenue you generate. For example, a user purchases a shirt and then purchases pants the following week. Lifetime value (LTV) includes both purchases, indicating the overall success of the acquisition.
