Retention
Use it to see whether new people are still around after a few days, or whether one action is followed by another. Step order is Funnels; new versus resurrected is Lifecycle.
ConsoleAll-platform analyticsBehaviorBehavior analysisHow to configure
The measurement is an optional start event and an optional return event. Both off means any activity. Behavior is the period (day, week, month) and how many periods to show (at most 30 days, or 12 weeks or months; default 14 days). Three modes: returned on period N exactly; returned on period N or any later period (the curve does not rise again); or how many periods each person returned, as a distribution. Alignment defaults to each person’s own first moment, or calendar periods. By default only people whose first start event in history falls in the cohort are included. An optional numeric property on one event is accumulated per period as an average value; the property name defaults to revenue.
No breakdown and no compare period. Identity defaults to person. Filters and segments are in Measurement × Behavior.
How to read the result
Each row is a cohort: start date, size, and a count plus rate per period. A period that has not ended yet is empty, not zero. The line under the table is the size-weighted average rate. Period-count mode becomes “how many periods → how many people.” If a cumulative property is set, cells also carry the average accumulated value.
Limits & definitions
Any-activity start and return on person identity uses the daily person table. A specific event or another identity reads the event table. “First time ever” looks back 730 days. Rolling alignment treats a week as 7 days and a month as 30 days from each person’s first moment; calendar alignment uses calendar weeks and months. Period 0 is the start itself; rates begin at period 1.
Lifecycle
Lifecycle shows how the mix of people changes over time; a cohort’s rate on period N is Retention. Days active in a period can also be read from active days in Distribution; here it is per week or month.
ConsoleAll-platform analyticsBehaviorBehavior analysisHow to configure
Pick one view. Lifecycle and stickiness need a period, week or month, default week. Lifecycle also has an “established” cutoff, default 7 days, from 1 to 90: people whose first day in the range is within that many days of the range end count as new, and the rest as established. Those two numbers sit beside the chart. They are not the “new” series in the four states.
Behavior is an optional activity event. A name counts only days where that event appears on the daily table; empty means any activity. Inactivity is fixed at 7, 14, 30, 60, and 90 days. Time of day does not use the daily table. It counts distinct subjects, under the current identity, by weekday and hour in the site timezone.
No breakdown and no compare period. Except for time of day, the other three views always read the person-day table. Switching to visitor or device does not change them.
How to read the result
Lifecycle is four counts per period. New: first appearance in that period. Returning: also active in the previous period. Resurrecting: active earlier, but not in the previous period. Dormant is drawn on the next period as a negative: active now, absent next period. The current unfinished period is not marked dormant. Stickiness is “active on N days this period,” with a share. Inactivity is five cumulative counts among people seen in the last 180 days. Time of day is a 7 by 24 grid.
Limits & definitions
The daily table already drops server events and internal beacons, so “any activity” excludes them too. A chosen event is a name only, not a page path. Each inactivity bucket is “at least this many days,” not a slice: someone inactive for 14 days is also in the 7-day bucket.