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Open All-platform analytics › Behavior › Behavior analysis and choose Lifecycle. Each week or month shows new, returning and resurrecting users above zero and dormant users below zero on the next period.
Short answer
Open All-platform analytics › Behavior › Behavior analysis and choose the Lifecycle view. Pick a period (week by default, or month). Each period shows four counts: New (first appearance in that period), Returning (also active in the previous period), Resurrecting (active before, but not in the previous period) and Dormant, drawn as a negative bar on the next period (active now, absent next period).
How to set it up
| Setting | Options | Default |
|---|---|---|
| View | Lifecycle, stickiness, inactivity, time of day | — |
| Period | Week or month | Week |
| Activity event | Any activity, or one event name | Any activity |
| "Established" cutoff | 1–90 days | 7 days |
The activity event decides what counts as active: leave it empty for any activity, or choose a core action such as project_created for a stricter view. The "established" cutoff only affects the two numbers beside the chart (people whose first day falls within that many days of the range end count as new, the rest as established); it does not change the four lifecycle series.
How to read the chart
- Bars above zero (new + returning + resurrecting) are the active users of each period.
- Bars below zero (dormant) are the users you lost going into that period.
- Net change from one period to the next = new + resurrecting − dormant.
- The current, unfinished period is not marked dormant yet.
Example (sample data), weekly: 1,400 new, 8,300 returning, 550 resurrecting and 1,600 dormant gives 10,250 active users and a net change of +350 from the previous week.
Other views on the same page
- Stickiness: how many people were active on 1, 2, 3… days in the period, with shares.
- Inactivity: how many people have been inactive for at least 7, 14, 30, 60 and 90 days.
- Time of day: distinct people by weekday and hour.
Lifecycle has no breakdown or comparison period. To compare segments, apply a filter or segment and read the chart twice.
Limits
- Lifecycle, stickiness and inactivity read the daily person table; switching identity to visitor or device does not change them.
- Internal beacons are excluded; server-side events count only if set to "counts as active".
- A chosen event is matched by name only, not by page path.
Related
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