Rolling Retention limit

Rolling Retention (RR) shows the percentage of new audiences that return to the project after a specified time frame. Learn more about the Rolling Retention.

By default, Rolling Retention (RR) takes audience activity up to the moment when you build a report. But you can limit RR period in the Report builder via Settings.

For example:

  • RR2m — the percentage of the audience that 2 months after appearance is still active.
  • RR2m limited to 6m — the percentage of the audience that 2 months after appearance continued to be active for another 4 months.

Note that both the RR period and the limitation period are deferred since the user appeared.

RR limit must not be less than the RR period otherwise, the indices will be equal to zero. For example, for RR2m the RR limit must be greater than 2 months as both periods are deferred since the user appeared.

Use-case for RR limit

You should limit RR if you want to compare Rolling Retention for different dates. For example, let's compare the RR for an airline ticket app in 2020 and 2021:

No RR limit:

  • RR3m for 2020-06-01 = 70%
  • RR3m for 2021-06-01 = 20%

The RR for 2020 is higher only because more time has passed from 2020 to now than from 2021. RR takes any activity up to today into account without limitation.

RR limited at 6m:

  • RR3m for 2020-03-01 = 5%
  • RR3m for 2021-03-01 = 20%

With the RR limit, we set the frame at six months since the user appeared. And were able to see that the RR in 2021 is higher than the RR in 2020, which reflects the realistic picture, as the number of air travel was reduced in 2020.

You can set up Rolling Retention limit for all MyTracker reports at once or for a separate report in the Report builder. You can also reset values to default by clicking . For more details, refer to the Settings section.