Retentions are useful for seeing how often and how fast customers return to do certain actions (e.g. page visits, purchase).

Retentions 2

Creating new retention

Initial and returning step

Initial step is the step against which the retention will be calculated. Returning step is the step that completes the retention.

For example, when we are trying to see recurring session retention, we would use session start in both, initial and returning step.

Retentions setting

Date filter

Date filter on the top right defines how far into the past should the retention be calculated. Defaults to 7 days.

Retention view

Retention view consists of a table and a chart with the chart being optional.


Retention is by default showed in a table.

Retentions table

Starting date defines the date when the Initial step happened.

The numbers in the first row define the returning period when the returning step happened. The value in the column then represents the number of unique customers having the Return event in the given period.

Retention types

There are following types of retention which you can switch between in the table view:

  • survival
    • percentage of customers returned on the period in columns or after
  • exact
    • percentage of customers returned exactly on the period in columns
  • saturation
    • percentage of customers returned on the period in columns or before

Returning time period

Time period defines the period for which the retention is calculated.

There are 3 options available – days, weeks, months later.


The chart appears after you click on a row or a column in the table. Charts helps you visualize the retention in time or to compare retention for various time cohorts.

Retentions chart


Updated on June 13, 2018

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