How would you define "user retention" in Google Analytics?

User retention in Google Analytics refers to the ability to keep users returning to a website over a period of time. This concept emphasizes the importance of creating a positive user experience that encourages visitors to engage with the site repeatedly rather than just visiting once. Metrics related to user retention help businesses understand how effective they are at building a loyal user base and can inform strategies to improve user loyalty and engagement.

In this context, retaining users often involves delivering valuable content, optimizing user journeys, and responding to user needs, which ultimately leads to increased usage and return visits. The focus on “over time” further clarifies that retention is not simply about attracting new users, but sustaining their interest and interaction with the site.

The other choices do not capture the essence of user retention. For instance, counting new users highlights acquisition rather than retention, while total site visits measures traffic volume without differentiation between new and returning users. Engagement through social media indicates user interaction but does not necessarily reflect their return behavior on the website. Hence, the chosen definition encapsulates the true meaning of user retention within the context of Google Analytics.