How to Use & Configure Retention Reports

Retention Analytics


Retention Analytics shows you how many of your visitors complete an initial goal on your website and for how long they continue to complete subsequent goals. A goal could be something as simple as a visit to your site (the default) or something as complex as making a purchase.

Put simply, Retention Analytics allows you to understand the following: If a customer did X, for how long did he or she subsequently do Y? For example, if a customer signs up, for how long did he or she continue to return to the website?

A Retention Analytics report will be displayed in 2 parts:

  • At the top, you will see all the the cohorts aggregated in one bar chart showing you the overall (average) retention rate of your visitors between any two dates.
  • The lower part displays the retention of cohorts independently which will help you see the improvement of retention over time within your date range.

How to Create & Edit Retention Reports

Retention Toolbar

  • Add Analysis
    • New Retention Report

    • Click this button to create a new report. When you click on it, Woopra will ask for a Name for the report, an “Initially” goal and a “Then” goal.
      • The “Initially” goal is the first requirement that a visitor needs to meet. If you do not add any filters here, the report will assume the initial goal is any website visit.
      • Then the visitor needs to come back and meet the “Then” goal. If you do not add any filters here, the report will assume the subsequent goals are any website visit.
  • Select Analysis
    • This dropdown list shows all reports that have already been created and configured. Click on a report to load the report in Woopra.
  • Edit Analysis
    • Once a report is loaded, this dropdown allows the report to be edited, deleted or closed.
  • Period Length of Time
    • Choose how many days, weeks or months can pass between return visits for them to count as retention in the report.
  • Date Range
    • Woopra will calculate the retention report based on any period of time available. By default, its set to Auto. Auto will give you the most recent retention information possible.

How to Segment Retention Reports

As with all of Woopra’s features, you can use filters to segment Retention Analytics reports. This allows you to gain deeper insight into how different types of customers engage with your content and product.

To run a Retention Analytics report on a customer segment, add your desired filters at the top left of the report. For example, if you want to run a report on visitors from California, add the filters “Region matches exactly California”.

Retention Reports

  • If you want to see the number of visitors who return after their first visit, set the “Initially” goal filter to “Total number of visits equals 1”. You can then leave the “Then” goal blank which means any return visit will qualify.
  • Alternatively, you could see how many visitors who purchase something come back and purchase something again. To do this, set both the “Initially” and “Then” goals to “Page Path contains /path/to/confirmation.php” (the page someone arrives after confirming their purchase). Then Woopra will show how many visitors purchase things multiple times.

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