Overview
Retention in Signals allows you to track and assess how creators engage with brands, topics, and more. It allows you to discover creators who consistently create content about chosen topics and brands over an extended duration.
In the table chart above, we can see that, for example, out of 12.5k Profiles that mentioned Nike in January 2023, 38.93% of them mentioned them in April as well.
š” Click any value on the table to see profiles that are retained in a given period of time.
Use Case for Retention
Here are some popular use cases for Retention:
see how many mentions of your brand come from brand ambassadors
find brand ambassadors of your competitors
benchmark creator Retention of your brand against the competition
find creators that are actively posting about chosen topics for a period of time
see which topics have a consistent audience vs. which are temporary
How to set up the Retention Component
In order to set up the Retention Component you will need to get familiar with three concepts:
Retention Intervals
Retention Intervals split the date range of the Signals Report into equal periods of time of chosen cadence. You can also create custom date ranges if your use case doesnāt suit any of the predefined options.
If the date range of your report is set to January 1, 2023 - December 31, 2023, choosing monthly Intervals will split this range into 12 separate months, such as January, February, etc.
Rows
Rows allow you to segment data by any available attribute to see how different groups perform. For example, you can choose the following data point as rows:
Mentioned Profiles - see how different profiles retain creators
Keywords - see how different topics retain creators
Content Type - see how different Content Types retain Creators
š” Choose Mentioned Profiles as a Row and filter your component for Brand Profile type only to see how different Brands retain Creators and see their Brand Ambassadors.
Values
When using the Retention Component, you can choose from four values specially designed for Retention analysis:
Retention - how many creators from the first period are still meeting the Retention criteria. You can display it as an absolute number or percentage of the initial group.
Lost - how many creators from the first period are no longer meeting the Retention criteria. You can display it as an absolute number or percentage of the initial group.
New - how many creators posted in the given period but were not included in the initial group of creators.
New to File Rate - the ratio of a new creator to all retained creators in the given period.
Understanding Retention
How Retention is Calculated in Signals
Retention in Signals takes creators from the first period available as a cohort that is then analyzed in the periods following the first one.
ā ļø Creator is considered as retained when they've created at least one post in the given period or after it (depending on Retention settings) that meets report criteria.
The following graph explains how Retention is calculated in the default mode:
Green - creator posted
Grey - creator didnāt post
The first period of Retention analysis creates a cohort of profiles that are tracked in the periods following the first one. In the example above, the creator from the fourth line is not included as Retained because they did not post in the first period.
Customizing the Calculation Method
Signals allow three slightly different methods of calculating Retention that can discover different patterns in data:
On and After - creators are considered retained when they've posted in a given period or after it. An example of such a creator is outlined in the third line of the graph.
Green - creator posted
Grey creator didnāt post
On - creators are considered retained only if they've posted in a given period. An example of such a creator is outlined in the second line of the graph.
Green - creator posted
Grey - creator didnāt post
On and Before (Funnel) - creators are considered retained when they've posted in a given period and in every period before. An example of such a creator is outlined in the first line of the graph.
Green - creator posted
Grey - creator didnāt post