Engagement, retention and user reports

The Engagement collection is about behaviour on the site.

• Events: one row per event name with event count, total users, event count per user and revenue. Click a name for its parameter breakdown cards. It is the quickest way to confirm your custom events are flowing.
• Key events: the same, restricted to flagged events.
• Pages and screens: views, users, views per user, average engagement time and key events per Page title and screen class (switch the primary dimension to Page path and screen class for URL-based rows; titles merge pages that share a title).
• Landing page: the first page of each session with sessions, engagement rate and key events. Rows showing (not set) are sessions whose first event was not a page view, often a late session_start from a returning tab.

The Retention collection shows new vs returning users over time, user retention curves (what share of a day's new users came back on day 1, 7, 30), user engagement over time and lifetime value. It is built from acquisition dates, so it needs a few weeks of data to be meaningful.

The User collection has two reports. User attributes: demographic details (age, gender, interests) that appear only with Google signals on and enough users to clear thresholds, plus language, country and the audiences users belong to. Tech: browser, OS, device category, screen resolution and app version, the place to look when one browser shows a suspicious engagement rate (usually a JS error there).

Every detail report table supports a secondary dimension and the same filters and comparisons as the rest of Reports.