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Customer Retention metrics

14 Customer Retention Metrics You Must Track in 2024

Customer retention is crucial for sustainable growth and success in today’s competitive business landscape. As a business, it’s essential to acquire new customers and retain existing ones.

To effectively track customer retention and gauge the effectiveness of your strategies, it’s important to monitor key metrics. In this article, we will explore 14 customer retention metrics that you should track in 2024.

Why Should You Calculate Customer Retention?

Customer retention keeps existing customers engaged, satisfied, and loyal to your brand. Businesses can reduce customer churn and increase customer lifetime value by focusing on customer retention.

Tracking relevant customer retention metrics allows businesses to identify areas for improvement and make data-driven decisions to enhance the customer experience. Utilizing churn management software can significantly facilitate this process.

Remember, customer retention is an ongoing process, and by prioritizing it, you can build a loyal customer base that contributes to your business’s long-term success and profitability.

How Do You Calculate ‘Customer Retention Rate’?

Customer retention rate represents the percentage of customers your business has retained over a certain period. Retention rate is the reverse of churn rate, where churn rate is the percentage of customers you have lost in the same period.

The importance of retention rate as a metric varies from industry to industry and is critical in increasing a business’s profitability.

14 Customer Retention Metrics You Must Track 

1. Customer Churn Rate

Customer Churn Rate

Customer churn rate is a crucial metric that measures the percentage of customers who stop using your products or services over a specific period.

By calculating and monitoring the churn rate, you can identify the effectiveness of your customer retention strategies.

A high churn rate may indicate underlying issues in your product, customer service, or overall customer experience.

To calculate the churn rate, divide the number of lost customers during a specific period by the total number of customers at the beginning. Multiply the result by 100 to express it as a percentage.

2. Customer Lifetime Value

Customer Lifetime Value

Customer lifetime value (CLV) is the predicted net profit a customer will generate throughout their relationship with your business.

CLV helps you understand the long-term value of each customer and guides your marketing and retention efforts. By tracking CLV, you can identify high-value customers and tailor your strategies to retain them.

To calculate CLV, multiply the average purchase value by the average purchase frequency and the result by the average customer lifespan. Subtract the customer acquisition cost to determine the net CLV.

3. Repeat Purchase Rate

Repeat Purchase Rate

The repeat purchase rate measures the percentage of customers who make more than one purchase from your business. A high repeat purchase rate indicates customer loyalty and satisfaction.

By tracking this metric, you can assess your retention strategies’ effectiveness and identify improvement opportunities.

To calculate the repeat purchase rate, divide the number of customers who made repeat purchases by the total number of customers. Multiply the result by 100 to express it as a percentage.

4. Customer Satisfaction Score (CSAT)

Customer Satisfaction Score

Customer satisfaction score (CSAT) measures customers’ satisfaction with your products or services. It is typically measured through surveys or feedback forms.

By tracking CSAT, you can gauge how well your business meets customer expectations and identify areas for improvement.

CSAT surveys often use a scale, 1-5 or 1-10, to measure customer satisfaction. The average score represents the overall CSAT for your business.

5. Net Promoter Score (NPS)

Net Promoter Score

Net Promoter Score (NPS) measures the likelihood of customers recommending your business to others. It helps assess customer loyalty and brand advocacy.

NPS surveys typically ask customers to rate their likelihood of recommending your business on a scale of 0-10. Customers are categorized as promoters, passives, or detractors based on their responses.

To calculate NPS, subtract the percentage of detractors from the percentage of promoters. The result is a score that ranges from -100 to 100. A higher NPS indicates higher customer loyalty and advocacy.

6. Customer Effort Score (CES)

Customer Effort Score (CES)

Customer Effort Score (CES) measures the ease or difficulty customers experience when interacting with your business. It focuses on minimizing customer effort to enhance the overall customer experience.

CES surveys typically ask customers to rate their agreement with statements related to ease of use or resolution of their issues.

To calculate CES, average the scores obtained from the CES survey. A lower CES score indicates a better customer experience.

7. Customer Retention Cost

Customer Retention Cost

Customer retention cost measures the expenses associated with retaining existing customers. It includes costs related to loyalty programs, customer support, personalized marketing campaigns, and other retention strategies. 

By tracking this metric, you can evaluate the efficiency of your retention efforts and optimize your spending. To calculate customer retention cost, sum up the expenses incurred to retain customers during a specific period.

8. Referral Rate

Referral Rate

The referral rate measures the percentage of customers who refer your business to others. Referrals are a powerful form of marketing and can significantly contribute to customer acquisition and retention.

You can gauge customer satisfaction and identify opportunities to encourage more referrals by tracking the referral rate.

To calculate the referral rate, divide the number of customers who referred your business by the total number of customers. Multiply the result by 100 to express it as a percentage.

9. Average Revenue Per Customer

Average Revenue Per Customer

Average revenue per customer measures the average revenue generated by each customer. It helps you understand the value your customers bring to your business.

By tracking this metric, you can identify opportunities to increase revenue through upselling, cross-selling, or improving customer lifetime value.

To calculate the average revenue per customer, divide the total revenue generated by the total number of customers.

10. Customer Engagement Metrics

Customer engagement metrics assess how actively customers interact with your brand. These metrics include website visits, time spent on site, email open rates, and social media engagement.

By tracking customer engagement, you can gauge the level of interest and involvement your customers have with your brand.

Track metrics like page views, session duration, email click-through rates, and social media interactions to measure customer engagement.

11. Customer Loyalty Metrics

Customer loyalty metrics measure customer loyalty and the likelihood of repeat business. These metrics include customer retention, churn, and repeat purchase rates.

By tracking customer loyalty metrics, you can gauge your retention strategies’ effectiveness and identify improvement areas.

To measure customer loyalty, track metrics like customer retention rate, repeat purchase rate, and customer satisfaction scores.

12. Customer Advocacy Metrics

Customer advocacy metrics assess the level of customer advocacy and brand loyalty. These include Net Promoter Score (NPS), customer referral rate, and social media mentions.

You can identify brand advocates and leverage their influence to drive customer retention and acquisition by tracking customer advocacy metrics.

Track metrics like NPS, referral rate, and social media mentions to measure customer advocacy.

13. Social Media Sentiment

Social media sentiment measures your brand’s overall sentiment and perception on social media platforms.

By monitoring social media sentiment, you can identify customer perceptions, address negative feedback, and leverage positive sentiment to enhance customer retention.

Use social media listening tools to track and analyze the sentiment associated with your brand on various social media platforms.

14. Customer Feedback and Complaints

Customer feedback and complaints provide valuable insights into customer satisfaction and areas for improvement.

Actively seek customer feedback through surveys, feedback forms, or customer service interactions. Analyze customer feedback and complaints to identify trends and address any issues promptly.

Create a feedback loop with your customers to encourage open communication and prompt resolution of their concerns.


Tracking customer retention metrics is crucial for businesses to assess the effectiveness of their retention strategies and enhance the overall customer experience. You can make data-driven decisions to improve customer retention and drive business growth by monitoring metrics such as customer churn rate, lifetime value, and customer satisfaction.

Invest in the right tools and systems to gather and analyze customer data effectively, and regularly review and optimize your retention strategies based on the insights gained from tracking these metrics.

Shivani Goyal

Shivani is a content manager at NotifyVisitors. She has been in the content game for a while now, always looking for new and innovative ways to drive results. She firmly believes that great content is key to a successful online presence.