> For the complete documentation index, see [llms.txt](https://growingio.gitbook.io/docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://growingio.gitbook.io/docs/product-manual/product-analysis/retention/what.md).

# 什么是留存分析

留存，顾名思义，就是用户在你的产品中留下来、持续使用的意思。

留存为什么重要？留存是 AARRR 模型中重要的环节之一，只有做好了留存，才能保障新用户在注册后不会白白流失。有时候我们光看日活（DAU），会觉得数据不错，但有可能是因为近期有密集的推广拉新活动，注入了大量的新用户，但是留下来的用户不一定在增长，可能在减少，只不过被新用户数掩盖了所以看不出来。这就好像一个不断漏水的篮子，如果不去修补底下的裂缝，而只顾着往里倒水，是很难获得持续的增长的。

一般我们讲的留存率，是指「目标用户」在一段时间内「回到网站/App 中完成某个行为」的比例。常见的指标有次日留存率、七日留存率、次周留存率等。比如：某个时间获取的「新用户」 的 「次日留存率」常用来度量拉新效果。

在 GrowingIO 的留存分析工具中，您可以灵活地自定义「目标用户」，设置特定的 「起始行为」和 「留存行为」，来观测目标用户的留存情况。


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