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Retention

What Is Retention?

Customer retention measures how many of your active subscribers remain customers over time. 

You can calculate your retention rate by dividing the total number of active customers who continue their subscription by the number of active customers at the beginning of the period—which might be a week, month, quarter, or year.

While every business experiences churn (lost customers), your retention rate can give you insight into your product-market fit and customer satisfaction.

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