Add cranberries, orange juice, water, and maple syrup (or sugar) to a medium saucepan.
Bring to a boil over medium heat, then reduce to a simmer.
Cook for 8–15 minutes, stirring occasionally, until most of the cranberries burst and the mixture thickens.
Remove from heat and stir in orange zest, vanilla, and cinnamon. Add any optional mix-ins here.
Let cool to room temperature, then refrigerate for at least 1 hour to allow flavors to develop.