What are Retention metrics? Finding the right Retention metrics can be daunting, especially when you're busy working on your day-to-day tasks. This is why we've curated a list of examples for your inspiration.
Copy these examples into your preferred tool, or adopt Tability to ensure you remain accountable.
Find Retention metrics with AI While we have some examples available, it's likely that you'll have specific scenarios that aren't covered here. You can use our free AI metrics generator below to generate your own strategies.
Examples of Retention metrics and KPIs 1. Customer Satisfaction Score (CSAT) Measures the percentage of customers who are satisfied with their service experience on the platform by collecting feedback after interactions
What good looks like for this metric: 80-85%
Ideas to improve this metric Train customer service agents regularly Implement a robust feedback collection process Utilise automation for frequent issues Monitor and review agent performance Enhance knowledge database for agents 2. Net Promoter Score (NPS) Assesses customer loyalty through how likely they are to recommend the service to others on a scale of 0-10
What good looks like for this metric: 30-50
Ideas to improve this metric Focus on customer journey mapping Address pain points identified in feedback Provide timely and personalised responses Recognise and reward loyal customers Conduct regular product and service enhancements 3. First Contact Resolution (FCR) Percentage of customer issues resolved at the first interaction, indicating efficiency and effectiveness
What good looks like for this metric: 70-75%
Ideas to improve this metric Ensure agents have access to comprehensive information Provide decision-making authority to agents Implement initial troubleshooting steps in self-service Analyse repeat contact reasons and address them Utilise real-time collaboration tools for support 4. Customer Retention Rate Percentage of existing customers retained over a period, reflecting long-term platform satisfaction and loyalty
What good looks like for this metric: 75-85%
Ideas to improve this metric Develop loyalty programmes and incentives Regularly engage with customers via newsletters Offer personalised experiences and service Address customer feedback promptly Ensure competitive pricing and value delivery 5. Average Response Time Average time taken for initial response by the customer service team, indicating responsiveness and efficiency
What good looks like for this metric: 10-12 minutes on chat; 24 hours on email
Ideas to improve this metric Implement automated response systems Optimise and streamline workflow processes Schedule efficient shift rotations Set clear response time targets for teams Employ predictive analytics for demand forecasting
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1. Sales Revenue Total income generated from sales of courses, measured in USD
What good looks like for this metric: $50,000 per month
Ideas to improve this metric Enhance course offerings Run targeted advertising campaigns Offer early-bird discounts Upsell related courses Optimise pricing strategy 2. Customer Satisfaction Score (CSAT) Measures the level of satisfaction of customers, usually rated on a scale of 1-5
What good looks like for this metric: 4.0 out of 5
Ideas to improve this metric Provide excellent customer support Gather and act on customer feedback Offer personalised learning paths Improve user interface and experience Ensure course content is high quality 3. Learner Engagement Rate Percentage of learners actively participating in the course, calculated by dividing active participants by total enrolled
What good looks like for this metric: 60%
Ideas to improve this metric Introduce interactive elements Provide regular updates and new content Encourage group discussions Use gamification techniques Send regular reminders and follow-ups 4. Course Completion Rate Percentage of learners who complete the course, calculated by dividing the number of completions by the total number enrolled
What good looks like for this metric: 70%
Ideas to improve this metric Design shorter, more manageable modules Set clear expectations and goals Offer incentives for completion Provide support resources Implement progress tracking 5. Knowledge Retention Rate Measures how much information learners retain over time, assessed through follow-up tests
What good looks like for this metric: 75%
Ideas to improve this metric Use varied teaching methods Incorporate spaced repetition Provide summary notes Offer periodic refreshers Encourage practical application of knowledge
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1. User Satisfaction Score Measures the satisfaction levels of users with the UX design via surveys like SUS or NPS
What good looks like for this metric: Average score ranges from 68 to 80
Ideas to improve this metric Conduct regular user feedback sessions Implement iterative design improvements Enhance usability based on pain points Improve interface consistency Ensure accessibility compliance 2. Task Success Rate Percentage of correctly completed tasks without assistance
What good looks like for this metric: Typically ranges from 78% to 85%
Ideas to improve this metric Simplify task flows Increase clarity in instructions Use intuitive design patterns Conduct A/B testing for task paths Provide effective user training 3. Time on Task Measures the average time users spend to complete a task
What good looks like for this metric: Varies widely depending on the complexity of tasks
Ideas to improve this metric Identify and remove bottlenecks Streamline task steps Improve information architecture Enhance system responsiveness Use user testing to target slow task areas 4. Error Rate The frequency of errors made by users during tasks
What good looks like for this metric: Aim to be below 5%
Ideas to improve this metric Enhance input validation Provide clear error messages Refine user instructions Improve interface intuitiveness Conduct usability testing to find error hotspots 5. Retention Rate Percentage of users who continue to use the product over time
What good looks like for this metric: Typically above 25% over a year
Ideas to improve this metric Improve user onboarding Enhance engagement with features Encourage feedback and implement changes Ensure regular updates and improvements Analyse and reduce user drop-off points
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1. Average Rides Per Week The average number of rides a user takes per week, measured monthly
What good looks like for this metric: 2-4 rides per week
Ideas to improve this metric Promote regular scheduling of rides Provide incentives for more frequent rides Enhance ride experience to encourage repeat rides Introduce loyalty programs for frequent riders Offer discounts during off-peak hours 2. Rider Retention Rate Percentage of riders who continue to use the service over 6 months
What good looks like for this metric: 45-60%
Ideas to improve this metric Improve customer support services Develop a strong onboarding process Offer personalised ride suggestions Implement feedback loops for continuous improvement Conduct regular rider engagement activities 3. Usage Growth Rate The percentage increase in total rides over 6 months
What good looks like for this metric: 30-50%
Ideas to improve this metric Launch seasonal promotion campaigns Increase partnership with local events Enhance visibility through strategic marketing Develop a referral program for riders Invest in community outreach and collaborations 4. Customer Satisfaction Score Average satisfaction rating provided by users after rides
What good looks like for this metric: 4.0-4.5 out of 5
Ideas to improve this metric Ensure timely and reliable rides Focus on driver etiquette and professionalism Utilise user feedback for service adjustments Upgrade vehicle comfort and cleanliness Establish transparent pricing and billing 5. Ride Frequency Distribution Distribution of ride frequencies among users over 6 months
What good looks like for this metric: 20% regular vs 80% occasional
Ideas to improve this metric Create targeted marketing for occasional riders Analyse patterns for frequent and infrequent users Offer educational content to highlight service benefits Identify barriers and streamline ride-booking process Implement targeted loyalty rewards for consistency
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1. Cost per hire Total recruiting costs divided by the number of hires within a specified time frame
What good looks like for this metric: USD 4,000 - USD 6,000
Ideas to improve this metric Optimize job advertisement placements Leverage employee referrals Automate parts of the recruitment process Negotiate better rates with recruitment agencies Enhance employer branding 2. Time to fill Average number of days it takes to fill a position from the moment the job is posted until an offer is accepted
What good looks like for this metric: 30 - 45 days
Ideas to improve this metric Streamline the interview process Implement applicant tracking systems Pre-screen candidates effectively Improve job descriptions Build a talent pipeline 3. Quality of hire Performance of new hires compared to existing employees, often measured after the first year
What good looks like for this metric: Similar or higher performance compared to existing employees
Ideas to improve this metric Enhance candidate assessment methods Use behavioural interviewing techniques Improve onboarding processes Encourage ongoing employee development Gather and act on feedback from new hires 4. Retention rate Percentage of new hires that remain with the company for a specified period, usually one year
What good looks like for this metric: 75%-80%
Ideas to improve this metric Improve company culture Provide career development opportunities Offer competitive salaries and benefits Enhance employee engagement Conduct stay interviews 5. Offer acceptance rate Percentage of job offers extended that are accepted by candidates
What good looks like for this metric: 90% or higher
Ideas to improve this metric Ensure competitive compensation packages Communicate clear career growth opportunities Build a strong employer brand Maintain a consistent and engaging recruitment process Gather feedback from candidates who decline offers
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1. Conversion Rate The percentage of referred visitors who take a desired action, such as making a purchase
What good looks like for this metric: 5-10%
Ideas to improve this metric Improve landing page design Provide clear call-to-action Offer tailored promotions Optimise user experience Segment traffic for analysis 2. Average Order Value (AOV) The average dollar amount spent each time a customer completes an order
What good looks like for this metric: $100-$200
Ideas to improve this metric Upsell complementary products Introduce product bundles Offer discounts on larger purchases Highlight premium offerings Ensure easy checkout process 3. Customer Retention Rate The percentage of repeat customers over a specific period
What good looks like for this metric: 20-40%
Ideas to improve this metric Strengthen customer relationships Initiate loyalty programmes Provide exceptional customer service Ensure consistent communication Gather and act on feedback 4. Click-Through Rate (CTR) The percentage of people who click on the affiliate link compared to those who view it
What good looks like for this metric: 1-2%
Ideas to improve this metric Use compelling ad copy Design eye-catching creatives Test various link placements Target the right audience Optimise for mobile devices 5. Return on Investment (ROI) A measure of the profitability of the affiliate program relative to its cost
What good looks like for this metric: 150-200%
Ideas to improve this metric Reduce acquisition costs Enhance affiliate relationships Optimise budget allocation Track and analyse expenses Focus on high-performing affiliates
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1. Daily Active Users (DAU) The number of unique users who engage with the app daily
What good looks like for this metric: 20% of total installs
Ideas to improve this metric Send push notifications to re-engage users Introduce daily challenges or content Optimise user onboarding process Incorporate in-app social elements Provide real-time customer support 2. Session Length The average time a user spends in an app per session
What good looks like for this metric: 4-6 minutes per session
Ideas to improve this metric Improve app speed and performance Offer engaging and diverse content Personalise the user experience Integrate gamification elements Streamline user interface and navigation 3. Retention Rate The percentage of users who continue to use the app over a given period
What good looks like for this metric: 30% after 30 days
Ideas to improve this metric Send personalised re-engagement emails Regularly update app content and features Offer loyalty rewards or incentives Create tutorial and help sections Gather and act on user feedback 4. Churn Rate The percentage of users who stop using the app over a given period
What good looks like for this metric: Under 5% monthly
Ideas to improve this metric Analyse and address user pain points Offer in-app customer support Regularly update and improve the app Provide special promotions for returning users Monitor and enhance app performance 5. In-App Purchases (IAP) Revenue Revenue generated from purchases made within the app
What good looks like for this metric: $1-2 per user per month
Ideas to improve this metric Offer exclusive in-app content Create bundled in-app purchase offers Run limited-time in-app promotions Provide an easy and secure purchase process Track and analyse purchase behaviour
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1. Employee turnover rate The percentage of employees who leave the company within a certain period. It's calculated by dividing the number of employees who left by the average number of employees, multiplied by 100.
What good looks like for this metric: 10-15% annually
Ideas to improve this metric Improve onboarding processes Foster a positive company culture Offer competitive salaries and benefits Provide career development opportunities Conduct exit interviews to understand reasons for leaving 2. Employee net promoter score (eNPS) Measures the likelihood of employees to recommend the company as a good place to work. It's calculated by asking employees to rate their likelihood on a scale from 0-10 and categorizing them as promoters, passives, or detractors.
What good looks like for this metric: 20-50
Ideas to improve this metric Regularly collect and act on employee feedback Enhance internal communication Recognize and reward achievements Ensure workload balance Promote work-life balance 3. Employee satisfaction survey scores Quantifies employees' overall satisfaction with the company. It's calculated through surveys asking employees to rate their satisfaction on various aspects, averaged into an overall score.
What good looks like for this metric: 70-80%
Ideas to improve this metric Enhance job role clarity Provide consistent feedback Create a trustful environment Increase engagement in decision-making processes Offer flexible working hours 4. Absenteeism rate The percentage of workdays lost to unplanned absences. It's calculated by dividing the total number of unplanned absence days by the total number of available working days, multiplied by 100.
What good looks like for this metric: 1.5-3%
Ideas to improve this metric Promote a healthy work environment Implement wellness programmes Offer flexible leave policies Address work-related stress Provide mental health support 5. Training participation rate The percentage of employees participating in professional development programmes. It's calculated by dividing the number of employees who participate in training by the total number of employees, multiplied by 100.
What good looks like for this metric: 60-80%
Ideas to improve this metric Encourage continuous learning Provide online training options Make training relevant and beneficial Reward participation and completion Communicate the value of training programmes
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1. User Retention Rate Percentage of users who continue to use the product over a set period of time
What good looks like for this metric: 30-40% after 90 days
Ideas to improve this metric Send personalised email reminders Implement user onboarding tutorials Add in-app notifications for new features Offer loyalty rewards or discounts Conduct user feedback surveys 2. Daily Active Users (DAU) Number of unique users who engage with the product daily
What good looks like for this metric: 10-20% of total users
Ideas to improve this metric Increase the frequency of updates Incorporate gamification elements Encourage social sharing Optimise app load times Run promotional campaigns 3. Session Length Average duration of time a user spends on the product in a single session
What good looks like for this metric: 5-10 minutes
Ideas to improve this metric Simplify navigation within the app Add value-rich content Make user tasks easier to complete Enable personalised experiences Implement engaging design elements 4. Churn Rate Percentage of users who stop using the product over a given period
What good looks like for this metric: 5-7% monthly
Ideas to improve this metric Identify pain points through user feedback Improve customer support Enhance product features based on feedback Offer re-engagement incentives Streamline the user experience 5. Feature Adoption Rate Percentage of users utilising new or specific features of the product
What good looks like for this metric: 25-30%
Ideas to improve this metric Create feature-specific tutorials Promote new features through email Highlight features in-app Gather and act on feedback for new features Incentivise users to try new features
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1. Employee engagement score Measures the level of engagement employees feel towards their work, typically gathered through surveys
What good looks like for this metric: 70-80%
Ideas to improve this metric Encourage open communication Provide opportunities for feedback Recognize and reward achievements Offer professional development programs Foster a positive work environment 2. Employee retention rate Calculated as the percentage of employees who stay with the company over a specific period
What good looks like for this metric: 85-90%
Ideas to improve this metric Create clear career paths Provide competitive compensation Ensure work-life balance Foster a strong company culture Conduct exit interviews 3. Professional development participation Tracks the number of employees engaging in professional development activities
What good looks like for this metric: 60-75%
Ideas to improve this metric Promote development opportunities Subsidize costs of courses Incorporate development into performance reviews Provide time for learning Highlight success stories 4. Internal promotion rate Percentage of roles filled by internal candidates rather than external hires
What good looks like for this metric: 15-20%
Ideas to improve this metric Identify and groom top talent Offer leadership training Create mentorship programs Set clear promotion criteria Monitor and address skill gaps 5. Work-life balance score Evaluates how employees feel about their work-life balance, often measured through surveys
What good looks like for this metric: 70-80%
Ideas to improve this metric Implement flexible work hours Encourage taking vacations Promote wellness programs Regularly assess workloads Provide support for remote work
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1. Monthly Recurring Revenue (MRR) The total revenue generated from all active subscriptions in a month. Calculated as the sum of all subscription values per month.
What good looks like for this metric: $10,000 - $500,000 depending on industry
Ideas to improve this metric Increase the price of your subscription plans Upsell existing customers to higher-tier plans Acquire new subscribers through marketing campaigns Improve product offerings to reduce churn Implement annual or semi-annual billing cycles 2. Customer Lifetime Value (CLTV) The total revenue a business can reasonably expect from a single customer account throughout their relationship. Calculated as average revenue per account multiplied by average customer lifespan.
What good looks like for this metric: $100 - $1,500 depending on industry
Ideas to improve this metric Enhance customer support to increase retention Develop loyalty programs Segment customers for personalized marketing Offer cross-sell and upsell opportunities Collect and act on customer feedback 3. Customer Churn Rate The percentage of customers who cancel their subscriptions over a given period. Calculated as the number of customers who left divided by the total number of customers at the start of the period.
What good looks like for this metric: 2-8% per month
Ideas to improve this metric Improve customer onboarding experience Regularly engage with customers through communication channels Offer limited-time promotions to retain wavering customers Analyse reasons for cancellation and address common issues Introduce long-term subscription discounts 4. Average Revenue Per User (ARPU) The average amount of money earned from each active user or subscriber. Calculated by dividing total revenue by the number of active users.
What good looks like for this metric: $10 - $200 per month
Ideas to improve this metric Encourage customers to upgrade their plans Introduce add-ons and premium features Bundle products and services Improve user experience to enhance perceived value Use targeted pricing strategies 5. Subscriber Growth Rate The rate at which new subscribers are acquired over a given period. Calculated as the percentage increase in subscribers from one period to the next.
What good looks like for this metric: 5-10% per month for growing businesses
Ideas to improve this metric Invest in digital marketing campaigns Offer referral incentives Enhance presence on social media platforms Partner with influencers or other businesses Continuously optimize your website for conversions
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Tracking your Retention metrics Having a plan is one thing, sticking to it is another.
Don't fall into the set-and-forget trap. It is important to adopt a weekly check-in process to keep your strategy agile – otherwise this is nothing more than a reporting exercise.
A tool like Tability can also help you by combining AI and goal-setting to keep you on track.
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Planning resources OKRs are a great way to translate strategies into measurable goals. Here are a list of resources to help you adopt the OKR framework:
Tability's check-ins will save you hours and increase transparency
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