# Retention

Source: https://tenjin.com/docs/retention/

Tenjin now supports Retention Rate calculation using the UTC-based cohort strategy. With this approach, Day 1 begins at the first UTC midnight following each user’s Install timestamp. This method helps align Retention Rate calculations with other platforms that use UTC-based timestamps, reducing discrepancies in metrics.


To enable this feature for your account, navigate to My Account → Manage User → Cohort Strategy and select the desired option. Learn about the difference between Absolute Retention vs Relative Retention:


### How to analyze “Retention” in the User Acquisition Report


With this view, you can look at your cohorted retention data over a user’s lifetime to understand the performance of your advertising campaigns. Retention is an important metric when it comes to to optimizing your advertising campaigns for higher retention users.


### How can you access the “Retention” view in the User Acquisition Report?


You can access this view by going into ANALYZE → User Acquisition tab and choosing Retention from the drop down menu.


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### What metrics can you access in the “Retention” view in the User Acquisition Report?

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The “Retention after acquisition” graph helps you analyze the different N-Day retention rates for your acquired users on a certain date.

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