Retention cohorts
Compare return behavior across groups of visitors.
On this page
Read a cohort
A cohort groups visitors by the period they first appear in the analysis. Retention compares subsequent return activity for that group. The report uses daily cohorts and the site's timezone.
Compare fairly
New cohorts have not had time to reach later return days. Compare cohorts with comparable observation windows and enough volume. Use the same traffic filters and date scope when assessing a product or campaign change.
Understand identity limitations
Cookieless estimates, cleared storage, expired persistent IDs and cross-device visits can affect continuity. Retention measures the available permitted identifiers; it does not identify every returning person. Consent refusal also limits what can be measured.
Workflow
- Choose a range long enough for the return window you care about.
- Compare cohort size before return rate.
- Filter an acquisition source or device when relevant.
- Relate return behavior to goals or revenue without assuming one caused the other.
API equivalent
Use get_retention with the common analytics query parameters.
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