Dormancy Rate Metric

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

Dormancy Rate


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

Related Metrics & KPIs

Average Lead Score

Average Lead Score

Net Promoter Score

Net Promoter Score

Web Traffic Lead Ratio

Website Traffic Lead Ratio

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