How to Use & Configure Retention Reports

Retention Analytics

Retention Overview

Retention Analytics allow you to investigate the activity of your visitors over time by illustrating how long visitors continue to get value out of your product. Reports lay out how many of your visitors who complete an initial action continue to return and complete an important subsequent action over time. An action could be something as simple as return visits to your site or something as complex as opening your weekly promotional emails from MailChimp.

Put simply, Retention Analytics allows you to understand:

For how long do my customers who did X keep coming back to do Y?

Retention Report Structure
A Retention Analytics report is structured in two parts:

  • The top chart aggregates all of the cohorts together, showing you the overall (average) retention rate of your visitors within a range of dates.
  • The lower table displays the retention of individual cohorts independently to monitor any changes in retention rates over time within your date range.

Use Cases

Retention reports are important for any data-driven company that wants to monitor customer loyalty and engagement over time.

Let’s consider an example of a B2B SaaS company. It’s of vital importance for any modern data-driven company to know how engaged the new customers are with their key product offering right after they sign up. In order to analyze your new users’ stickiness, you can build a two-step retention report where the initial action would be a “signup” and the repeat action would be an event that demonstrates user engagement with your product (this might be a customer starting a meeting, creating a report, sending an email etc). The retention report would instantly show you the engagement of your new signups and at what point they start tapering off. The report can also give you an important insight on how to redesign your engagement email drip campaign or how to put together a solid product strategy to keep your users coming back.

Another example might be a use case where you want to check how engaged your users are with the mobile app you’ve recently designed to enhance your SaaS product offering. Your goal is to see if the users come back to engage with the app after they download it on their smartphones.

In this case, you can set up the initial action as a “mobile app download” and the repeat action would be a “mobile view”. Now you can gauge if the users are coming back to your mobile app and at what point they start dropping off. The retention report can give you and your team important an important insight on to optimize your in-app messaging and notifications.

Learn How to Create your First Retention Report in our Documentation here.

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