Retention metrics that matter
Existing Retain Inc resource in this cluster.
Read guide ↗Resource topic hub
Measurement resources.
Measure the relationship with windows, cohorts, and limitations—not vanity opens.
30 new long-form guides in this cluster, plus core resources already on the site.
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Browse measurement by subtopic.
Metrics
Repeat purchase rate
A practical guide to measure the share of buyers who buy again in a window.
Read guide ↗Time to second order
A practical guide to measure how long first value takes to become a second order.
Read guide ↗Cohort retention curves
A practical guide to watch how groups behave over time.
Read guide ↗LTV calculation caveats
A practical guide to state window, discounting, costs, and uncertainty.
Read guide ↗Contribution margin in retention
A practical guide to keep discounts, returns, and service cost in the story.
Read guide ↗Leading vs lagging retention metrics
A practical guide to use engagement to diagnose, behavior to judge.
Read guide ↗Email engagement after privacy changes
A practical guide to treat opens as damaged, not dead, as a diagnostic.
Read guide ↗Unsubscribe as a health metric
A practical guide to read unsubscribes by source and message job.
Read guide ↗Complaint rate as a health metric
A practical guide to treat complaints as a stop-the-line metric.
Read guide ↗Reactivation rate
A practical guide to measure return to a valuable action, not an open.
Read guide ↗Win-back incrementality
A practical guide to test whether win-back recovered people who would not return.
Read guide ↗Discount dependence tracking
A practical guide to watch whether repeats require a code.
Read guide ↗Return rate after campaigns
A practical guide to see whether a send created product that came back.
Read guide ↗Support contacts after sends
A practical guide to notice when mail creates work.
Read guide ↗Blended vs cohort LTV
A practical guide to do not let new mix hide old quality.
Read guide ↗Payback period vs LTV
A practical guide to use payback for cash timing and LTV for relationship quality.
Read guide ↗Tests
Incrementality testing for email
A practical guide to estimate what email caused versus what would happen anyway.
Read guide ↗Holdout design for lifecycle programs
A practical guide to withhold ethically from comparable people.
Read guide ↗Matching and quasi-experiments
A practical guide to use careful comparisons when randomized holdouts are impractical.
Read guide ↗Experiment sample-size honesty
A practical guide to admit when you cannot detect a small effect.
Read guide ↗Reporting
Flow vs campaign reporting
A practical guide to compare always-on journeys with calendar sends fairly.
Read guide ↗Multi-touch attribution limits
A practical guide to know what MTA cannot see.
Read guide ↗Store attribution vs email attribution
A practical guide to reconcile POS, site, and ESP credit without a holy war.
Read guide ↗Seasonality in retention reporting
A practical guide to compare like periods and like cohorts.
Read guide ↗SaaS
Operations
Deliverability scorecards
A practical guide to review authentication, bounces, complaints, and volume shape.
Read guide ↗Test log design
A practical guide to write hypothesis, audience, dates, result, and decision.
Read guide ↗Weekly vs monthly retention reviews
A practical guide to use weekly for health, monthly for learning.
Read guide ↗North-star metric for retention teams
A practical guide to pick one lagging outcome and a few leading diagnostics.
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