UA Ledger · Measurement Lab · draft for review
Synthetic teaching inputs. No real campaign results or industry defaults. Change the values to inspect the model. Calculations run locally; this page sends no data and does not retain inputs after closing.
For each cohort, retain its eligible install count and its returning-player count. Add numerators and denominators before calculating the combined percentage. Do not average displayed percentages after they have been rounded. Check that both rows use the same retention window, identity rule and activity definition, otherwise a weighted result can be precise while answering no coherent question.
Only n2 varies; all other inputs are held constant. This is not a probability range.
100*(r1+r2)/(n1+n2)50*(r1/n1+r2/n2)Additional constraints: (r1<=n1) && (r2<=n2). The field minimums also apply.
Pooling is not adjustment for geography, device, audience or creative. Keep those dimensions available if the aggregate will be used to allocate spend between unlike populations.
Google Analytics BigQuery Export schema · primary documentation checked 19 September 2026.