Dormancy Rate Metric

Measure the number of customers that are not using your product in a given time period.

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Digital Marketing KPI Example - Dormancy Rate MetricDigital Marketing KPI Example - Dormancy Rate Metric


As inactive customers are more likely to churn, the Dormancy Rate metric gives your team insight into possibly customer loss.


(Customers not using the product within time period/Total number of customers)x100

Reporting frequency


Example of KPI target

7% dormant


Marketing Manager, Support Manager


Rate of dormancy

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