Analytics, Retention & Metrics

Last 28 days

Also called: rolling 28 days, 28-day window

Twenty-eight days is exactly four weeks, so every day of the week appears the same number of times. That removes the weekday distortion you get from a calendar month, where a 31-day stretch can carry five Saturdays and skew anything seasonal or upload-day dependent. The window rolls, so it moves with you and yesterday's numbers push the oldest day out the back. The trap is treating it as the only view. One strong upload dominates a 28-day window for weeks, which makes a channel look healthier or worse than it is, and longer windows are better for judging direction.

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Trying to put this into practice? The Chewbr Knowledge Bank walks the whole upload workflow, phase by phase.