Funnel stages · Stage 8 of 8

Retention / Return

User returns within the measurement window (D7, D30, M1, M3). The metric that compounds revenue. A 10% improvement in monthly retention can double LTV. Often overlooked in favor of upstream CVR, but retention is where the business gets made or lost.

← Purchase / Paid ConversionStage 8 · typical drop-off 50.00%

Metrics that measure this stage

Email Click-Through Rate ↑Top quartile ≥ 6.5%7-Day Return Rate ↑Top quartile ≥ 35.0%Monthly Churn Rate ↓Top quartile ≤ 1.8%

The full funnel

  1. Awareness
  2. Traffic / Visitor
  3. Engagement
  4. Signup / Lead Capture
  5. Activation
  6. Trial / Evaluation
  7. Purchase / Paid Conversion
  8. Retention / Return