Dormancy Rate

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 Metric


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

Dormancy Rate Formula

Dormancy Rate = (Number of dormant customers during a given period) / (Total number of active customers at the beginning of the period) x 100

By calculating and monitoring Dormancy Rate, businesses can identify trends in customer engagement, develop targeted reactivation strategies, and ultimately improve customer retention and revenue.

Reporting frequency


Example of KPI target

7% dormant


Marketing Manager, Support Manager


Rate of dormancy

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