Retention Rate
01 Definition
Retention Rate meaning: The percentage of customers or users who remain active over a period.
Retention rate measures the share of a starting cohort that is still subscribed purchasing active or otherwise retained at a later point according to a defined rule.
Also called
customer retention
Why it matters
How Retention Rate fits the work
Retention reveals whether the product and relationship continue creating enough value.
In context
The 90-day retention rate improved after onboarding was simplified.
Practical note
State the cohort time window and active definition because different formulas produce different rates.