Retention Report gives you a piece of information about how users from a different traffic source, ad group, creative set, location and campaign behave over a period of time.

One of the most effective measurements in the online advertising industry is to measure how well your existing users are engaged with your app. Retention Report allows you to visualise, analyse and gain deeper insights into user engagement by filtering or grouping by criteria such as sources, campaign and location which show you where the most active users are. Knowing this information, you can optimise your campaign and advertising strategy to boost user retention rate.

To access Retention report, go to Analytics > Retention

By default, the timezone is set to UTC and the range is set to the last 7 days. You can choose your preferred time zone and date-time range.

Filters give the ability to drill down and reveal additional levels of detail of your data. It is a great way to gain a deep understanding of your app engagements such as install, purchase and add to cart and ultimately, retain them. You can filter on multiple values for all filtering options which are:

When the filters, timezone and other required fields are selected, the plotting area is updated to reflect the chosen data. If no data is present, then the plotting area will show a flat chart.
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Grouping similar data together is another great way to gain a holistic understanding of engagements within your app. You can group by:

The Min Cohort Size selection allows you to set a minimum number of installs to be displayed. The default value is 10. This means the result won't return any data dimension that has less than 10 installs. You can set Min Cohort Size to disregard a less significant number of installs.

Data Table in Retention Report shows 14 subsequent days (notated as D0 - D14) of app engagement after installation occurs. D0 displays the engagement percentage on the first day once a user downloads and opens an app. D1 displays the engagement percentage on the second day. D2 displays the engagement percentage on the third day and so on.

​Colour coding
For a better interpretation of retention analytics, colour coding helps distinguish the degree of engagement which can be easily identifiable on the data table. TrafficGuard uses the colour spectrum to signify engagement level, from darkest to lightest blue. Dark blue corresponds to higher app engagement whereas light blue shows the lower retention percentage.