What information does the retention sub-menu provide in GA4?

• A. User retention over time and customer lifetime value.
• B. A list of all pages visited by each user.
• C. The top sources of traffic by channel.
• D. The average time on page across all sessions.

Answer: (A)

GA4's Retention reports focus on how often users come back over time and how much value they generate across their relationship with your site or app. This sub-menu shows retention of users from their first interaction, often displayed as how many return in subsequent days or weeks, and it also includes customer lifetime value metrics that estimate the revenue or value a user contributes over their entire lifecycle. So you get both how well you retain users and how valuable those retained users are over time. The other options describe different GA4 areas—pages visited (Engagement), top traffic sources (Acquisition), or average time on page (engagement metrics tied to pages)—not the retention view.