While investigating the retention rate of a website, I find conflicting numbers on Google Analytics:
1) Cohort Analysis shows extremely poor retention rate (in last 3 months):
My understanding is that only 3% of the August cohort are returning on/after 3rd month.
2) New vs Returning shows 86% of the sessions are from returning visitors (in last 3 months too)
How can the cohort rentention be so low (3% ~ 10%) yet the returning visitors is high (86%)?
Is it possible that even though the site only retained 3% users from each cohort - but as the site has been running for years, multiple cohorts of 3% fans adds up over years and therefore the average returning visitors is still quite high?
Can someone help me understand the situation on this site?