Digital Marketing KPI | Dormancy Rate

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

Google Analytics Custom Dashboard

Role

Manager

Overview

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