What is Customer Retention
Customer Retention rates give you the percentage of customers who keep using your app after a certain number of days, or keep making return purchases.
Why does Customer Retention matter
In eCommerce, retention rates allow you to look at how well your online store is performing over time. Overall, high retention rates show active customers over a longer period of time, and they are usually associated with higher engagement rates as well.
By looking at retention rates you can also gain valuable insight into why some users disengage from using your app or online store, thus help pinpoint improvement opportunities and ways in extending your users' lifetime value.
Verticals like eCommerce use retention rates to find out which specific purchases occur at various points in time (for example holiday seasons), and optimize their store for that specific period of time.