Digital Marketing KPI | Customer Attrition

Customer Attrition

Measure the rate at which your company loses customers over time.

Guide to Marketing KPIs & Metrics

Sign up and get 5 minute KPI lessons delivered to your inbox every day.

Formula

(Customers lost in a given time period/Total number of customers)x100

Services

Google Analytics Custom Dashboard Recurly Dashboard | Recurly Logo

Role

Manager, VP / Director

Overview

While in a perfect world, all users would remain customers throughout the business lifetime, this is unfortunately not the case. Over time, customers eventually drop off, and it is crucial to keep track of the rate at which your customers are doing so.

Formula

(Customers lost in a given time period/Total number of customers)x100

Reporting frequency

Quarterly

Example of KPI target

1.5% loss

Audience

CEO, Sales Manager, Marketing Manager

Variations

Customers lost in a given time period

Customer turnover