What is Retention?
Retention is the rate at which customers who came once come back, or the activities that keep customers.
Retention · Marketing Glossary · Updated
Keeping existing customers often costs less than winning new ones, so industries where repeat visits matter look at retention first.
Guidance after the first experience, reminders for the next visit and how quickly complaints are handled have a big effect on retention.
Formula
Retention rate (%) = existing customers remaining at the end of the period ÷ customers at the start of the period × 100
Related terms
