10 Customer Retention Metrics You’ll Want To Track

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Did you know that 65% of business revenue comes from existing customers who know your brand? Loyal and repeat customers play a significant role in helping your business increase revenue and grow. That’s why it’s critical to track customer retention metrics and gain a better understanding of how you retain customers.


Customer retention metrics help you measure your business’s ability to maintain loyal customers and the value of those customers.

But what do you track?

On this page, we’ll provide you with all you need to know about customer retention, including:

10 customer retention metrics to analyze
How to measure customer retention
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10 customer retention metrics you’ll want to analyze
When you do retention tracking, you’ll want to analyze specific metrics to determine how well you retain customers. Here are 10 customer retention metrics you can track:

Customer retention rate
Customer churn rate
Repeat purchase ratio
Net promoter score
Customer lifetime value
Time between purchases
Product return rate
Customer satisfaction score
Monthly recurring revenue
Revenue churn rate
Read on to learn more about these metrics!

1. Customer retention rate
With retention tracking, you can track your customer retention rate by seeing how many customers you maintain during a specific period.

To find your customer retention rate, use the following formula:

(Total number of customers at the end of a period – New customers acquired) / Customers at the start of the period = retention rate

When you plug in your numbers, you’ll discover your customer retention rate.