Back to Documentation


Retention is a formula shows how different cohorts of users (defined by Starting Events on a date) retain over time: coming back on a certain date with at least one Returning Events).

  • Specify the time bucket for Cohort and Retention, default is Day
  • Select the Starting Event(s) and Returning Event(s)

There are a few advanced parameters which can be used to fine-tune the analysis:

  • Select Attribution - Linear or First. Linear means, that a User will be assigned to all Cohorts since the Starting Event(s) date (inclusive), whereas First means that a User will be assigned only to the Cohort for the day when the Starting Event(s) occurred.
  • Select Breakdown - applied for each date of the Retention.
  • Select Groupby - Starting or Global. Groupby is only applicable when there is a Breakdown specified. For example, if there was a Breakdown per Country, when Groupby = Starting, Kubit will group users only for the Starting Event(s) and ignore the Returning Event(s) Country code. When Groupby = Global, both Starting and Returning Event's have to have the same Country code.


The Retention chart displays each cohort as a row identified by Cohort Date, followed by how many unique users exist on that initial date, then how many of them came back on the following dates.

  • Toggle between # and % to show number unique users or % of the total (retention rate).
  • Use Line chart to show the trend of the retention for different cohorts
  • If Groupby is used, only the All (total retention) or at most one group's retention can be displayed at a time.
  • Instead of "Date - All", if a certain cohort date is selected in the dropdown box on the top of the chart, then you can compare all groups' retention for that cohort date together.
  • Result Filters (highlighted in red circles) - allow you to switch from Breakdown per individual group to All results

Table of Contents