Clarifying Unique User and Retention Rate in Reports

Yes, when you use the "On or Before" retention criteria in Mixpanel's Retention reports, it does involve the concept of "unique users". This criteria is most commonly used with measurement types of property sum or average. It looks at total activity done during the period between the start and end event. For example, if you want to look at 30 Day LTV (Lifetime value) of e-commerce users, you would look at total money spent on purchases from sign-up for 30 Days. This includes looking at revenue spent from Day 0, Day 1 ..to Day 30, where revenue is a property on the event purchase. Similarly, if you want to look at 30 day ARPU (average revenue per user), you would look at averaging the total revenue spent per user within the first 30 days. As for "retention rate", it is one of the four types of measurements you can choose in a Retention report. The other three are Unique Users, Property Sum, and Property Average. By default, Retention report will select retention rate as the measurement. So, in summary, "unique users" and "retention rate" are indeed concepts that are used when you are working with "On or Before" in Retention reports in Mixpanel.Sources: - On or Before time interval - Quick Start

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