Customer Retention Metrics Dashboard (KPIs & Benchmarks)

Customer acquisition gets all the headlines but customer retention? That’s where profit lives.

If you're not measuring how well you're keeping customers, you’re guessing. And in a landscape where acquisition costs are rising and attention spans are shrinking, that’s not a risk you can afford.

A retention metrics dashboard isn’t just a report, it’s your daily gut check. It keeps you honest about what’s working across email, SMS, loyalty, subscriptions, and even direct mail. It highlights the moments that keep customers coming back and exposes the gaps where you’re losing them.

Metrics like click-through rates offer surface-level signals. But when you stack that data next to retention rate, churn, CLV, and time between purchases? You start to see the full story.

Let’s break down the KPIs every brand should be tracking, the benchmarks to aim for, and how to build a retention dashboard that leads to real growth not just nice-looking numbers.

Why Retention Metrics Matter More Than Ever

Retention is the lever most DTC brands overlook—and it’s costing them.

When you’re pouring budget into paid ads, only to lose customers after the first purchase, you’re playing an expensive game of catch and release. A solid retention strategy backed by the right metrics changes that.

A good dashboard helps you:

• Spot drop-off points early
• Uncover what drives loyalty across segments
• Align teams on what really impacts lifetime value

And most importantly? It gives you the clarity to stop guessing—and start making smarter moves.

Core Customer Retention Metrics (And How to Track Them)

1. Retention Rate Calculation

Your retention rate tells you how many existing customers stuck around in a given period excluding any new ones who showed up. Here's how to calculate retention rate.

Retention Rate = ((E - N) / S) × 100

Where:

• E = Number of customers at the end of the period
• N = Number of new customers during the period
• S = Number of customers at the start of the period

Example: You started with 1,000, gained 300, and ended with 1,100.

((1,100 - 300) / 1,000) × 100 = 80% retention rate

That’s solid. Generally, 60–80% retention is strong, depending on your industry.

2. Churn Rate Benchmarks

Churn shows you how many customers left—and it's often more revealing than retention.

Churn Rate = (Customers Lost / Customers at Start) × 100

Let’s say you started with 1,000 and lost 200. Your churn rate is 20%.

Industry Benchmarks:

• Beauty: under 40%
• Food & Beverage: 25–35%
• Supplements: 30–40%
• Fashion & Apparel: 35–55%

Churn tends to spike when post-purchase experiences fall short—slow shipping, generic messaging, lack of value. Tracking it regularly helps you spot where to improve.

3. CLV-to-CAC Ratio

This ratio is your profitability gut check. It compares what a customer is worth long-term (CLV) to what it cost to get them (CAC).

Ideal ratios by vertical:

• Beauty: 4:1 to 7:1
• Food & Beverage: 5:1 to 10:1
• Supplements: 3:1 to 6:1
• Fashion: 3:1 to 5:1

If you're under 3:1, something’s off—either your CAC is too high, or your retention efforts aren’t landing.

Building a Retention Metrics Dashboard

Your dashboard shouldn’t just track numbers. It should drive action.

At a glance, it should answer:

• Are we keeping customers?
• Are they buying again?
• Where are they dropping off?

What to include:

• Retention and churn rates (overall + by cohort)
• CLV and CAC by channel
• Repeat purchase rate
• Time between purchases
• Click-through and unsubscribe rates

Recommended tools:

• Klaviyo (email/SMS reporting)
• Lifetimely (CLV + cohorts)
• Google Data Studio or Looker (custom dashboards)

Set your dashboard up to refresh weekly. Use color coding. Add alerts when KPIs fall below thresholds. Make it visual and actionable—not a spreadsheet graveyard.

Email Retention Metrics & Benchmarks

Email isn’t dead. It’s still one of the highest ROI retention channels—if you know what to track.

Benchmarks:

• Open Rate: 55%+
• Click-Through Rate (CTR): 1.5%+
• Conversion Rate: 5%
• Bounce Rate: under 0.3%
• Unsubscribe Rate: under 0.5%
• List Growth: 3+ signups for every 1 unsubscribe

What to watch:

• Are flows actually converting?
• Are subscribers moving toward second and third purchases?

Tips:

• Split test subject lines weekly
• Use customer tags to drive personalized product recs
• Watch CTR trends to spot email fatigue early

SMS Marketing Benchmarks & Metrics

Text messages land fast—and if your timing and copy are on point, they drive action just as fast.

Benchmarks:

• Delivery Rate: 99%
• CTR: 20%
• Opt-Out Rate: under 1%
• Conversion Rate: 3.5%
• ROI: 150x on flows, 5x on campaigns

Key insight:

The best SMS programs feel like a concierge service, not generic blasts. Use data to segment, schedule, and deliver value—not just promotions.

Learn more in our SMS Marketing Benchmarks breakdown.

Loyalty Program Metrics

The strongest loyalty programs aren’t based on discounts—they’re built around recognition, exclusivity, and reward psychology.

What to track:

• Enrollment Rate: 90%+
• Redemption Rate: 25%
• Member Retention: 70%
• Program ROI: 10:1 or better

To improve performance:

• Reward behavior, not just spending
• Create milestone-based perks
• Use email/SMS to prompt reward redemptions

Subscription Metrics & Retention Benchmarks

Subscription models can turn one-time buyers into predictable revenue. But only if you keep churn in check.

Benchmarks:

• Take Rate: 40%
• Monthly Churn: under 5%
• Save Rate (post-cancel survey): 20%

Retention boosters:

• Offer skip/pause options
• Automate reminders and check-ins
• Send loyalty perks to long-term subscribers

Direct Mail Retention Benchmarks

Direct mail isn’t a blast-from-the-past tactic. When used intentionally, it creates memorable touchpoints that digital channels can’t match.

Benchmarks:

• Conversion Rate: 3%
• ROI: 5x minimum

Best for:

• Winback offers
• First purchase thank-yous
• Anniversary or milestone rewards

Industry-Specific Retention Benchmarks

Beauty & Cosmetics

• New Repurchase Rate: 30–45%
• Repeat Repurchase Rate: 60–75%
• Time Between Orders: 45–90 days
• CLV:CAC: 4:1 to 7:1

Food & Beverage

• New Repurchase Rate: 40–60%
• Repeat Repurchase Rate: 70–85%
• Time Between Orders: 15–60 days
• CLV:CAC: 5:1 to 10:1

Supplements & Health

• New Repurchase Rate: 40–60%
• Repeat Repurchase Rate: 70–85%
• Time Between Orders: 60–90 days
• CLV:CAC: 3:1 to 6:1

Fashion & Apparel

• New Repurchase Rate: 20–35%
• Repeat Repurchase Rate: 45–65%
• Time Between Orders: 60–150 days
• CLV:CAC: 3:1 to 5:1

How to Improve Customer Retention Across Channels

This isn’t about throwing more messages at your customers. It’s about sending the right ones, at the right time, to the right people.

Start by:

• Mapping journeys by lifecycle stage
• Aligning email, SMS, loyalty, and subscriptions
• Automating based on behavior (not guesswork)
• Reviewing your dashboard weekly to stay agile

Consistency wins. But personalization is what keeps people coming back.

Why Partner With a Customer Retention Marketing Agency

You’ve got data. But do you have clarity?

At Stimulate, we help DTC brands:

• Build custom dashboards with the right KPIs
• Identify revenue leaks across touchpoints
• Optimize every channel for long-term CLV

We’re not just a customer retention marketing agency—we’re the partner that helps you turn numbers into next steps.

Final Takeaway

Retention isn’t a line item. It’s your edge.

A well-built dashboard keeps you focused on what matters: keeping customers, growing lifetime value, and building a brand that people return to—again and again.

Want a head start? Book a free strategy audit with our team.