Retention Analytics allow you to investigate the activity of your users over time by illustrating how long users continue to get value out of your product. Reports lay out how many of your users who complete an initial event continue to return and complete an important subsequent event over time. An event 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?
  • Cohort analysis.

Retention Report Structure

A Retention Analytics report is structured in 2 parts:

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

How to create a Retention Report

To start a new Retention Report click “Analyze”, then “New Report” then “Retention Report.”


Retention Reports are comprised of 5 sections: Timeframe, Performed By, Initial Event, Repeat Event, and Time Unit.


This is the first metric you should choose. Here, the timeframe is the period in which Woopra will examine all your data of users that did at least 1 event during that time frame. You can choose today, last 7 days, last 30 days, last 90 days, last 365 days or any custom date range of your choice. The default date range is the last 30 days. We choose the last 365 days for this example.


Performed By

Think of this step as the segment or group of people you'll be analyzing. Either select an existing segment or create a new one on the fly, by clicking the “+” button in the “Performed By” section of your configuration. More info on how to create a Segment can be found here: Segments


Timeframe Differences

It is important to understand the Performed by timeframe configuration differs from the Timeframe configuration above. The Performed by timeframe will create a subset population of people from the Timeframe configuration section.

For example, let's take the following scenario -- You want to run a marketing campaign to target users that are currently active and also made a purchase on last year's Black Friday. First, you would set the Timeframe to the current month to select an initial group of ALL users that have performed at least one event in the current month. Next, under the Performed by timeframe, you select the event “purchased item” with the date for last year's Black Friday. Now, you will have a list of all active users from the past month that purchased an item last Black Friday. Typically the Performed by timeframe is less than or equal to the Timeframe configuration range.

Also here's a quick video explanation as well:


Woopra supports nested segmentation filters as well as the ability to combine filters using AND / OR parameters. Additionally, you can add a split group to segment by multiple events or attributes.

Initial Event

Here you will select what the event is that you want to track for the cohort.

Repeat Event

This is an event that demonstrates user engagement with your product (this might be a customer starting a meeting, creating a report, sending an email, or simply returning to your website etc).

Time Unit

This is the amount of time you want to track after the initial event. You can choose N amount of days, weeks or months later.

Exporting and Sharing

Now that you've built your report, you'll want to share it with your team. You can do this by clicking on the 3 dots / ellipsis which will open an options menu for exporting, sharing, tagging, pinning, duplicating and reloading your report.


You can download the report in various formats: CSV, CSV (raw), PDF or HTML. Note that CSV (raw) will download some columns, such as average_session_length in total seconds. Exporting the regular CSV for these columns will download timestamps in a string format, e.g. 3 minutes, 21 seconds - 8 minutes, 20 seconds.


Remember, reports are not shared with your team by default, so you will need to share it for others to access it. Click share from the menu and select what team you want to share your report with.


Snapshots generate a URL of the report you want to share. You can share this URL with anyone, whether they are apart of Woopra or not. This URL will link to a snapshot of the report you have created.

To take a snapshot, click the ellipsis and select snapshot. This will copy a URL for you to share. This is a public link, so anyone with the link will have access to that snapshot. This is an easy way to share reports with external teams or anyone whom you want to share the report with.

Editing the report will not change the snapshot, since the snapshot is a view of the report at the time when the snapshot was created.