Dormancy Rate
Measure the number of customers that are not using your product in a given time period.
Guide to Marketing KPIs & Metrics
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Formula
(Customers not using the product within time period/Total number of customers)x100
Services
Role
ManagerOverview
As inactive customers are more likely to churn, the Dormancy Rate metric gives your team insight into possibly customer loss.
Formula
(Customers not using the product within time period/Total number of customers)x100
Reporting frequency
Monthly
Example of KPI target
7% dormant
Audience
Marketing Manager, Support Manager
Variations
Rate of dormancy
