Angelina Yang
2 min readJul 3, 2023

User retention is the single most important metric for growth.

If you are familiar with how customer retention is measured at consumer-based companies, you might know about metrics like Customer Retention Rate (CRR), Dx Retention Rates, Repeat Purchase Rate (RPR).

Today, I would like to introduce three additional metrics that extend beyond the basic CRR. These metrics provide a deeper understanding of user retention and can contribute to effective growth strategies.

Before we dive into these metrics, let’s quickly recap some of the metrics.

Customer Retention Rate: This metric quantifies the percentage of customers who remain active over a specific timeframe, whether it’s measured weekly, monthly, or annually.

Dx retention rates: widely used and popular in the industry. Many companies rely on these metrics, such as Day 1 (D1), Day 7 (D7), and Day 30 (D30) retention rates, to assess user retention at specific intervals following their initial acquisition. Visualizing these rates using a heatmap is a common practice, providing valuable insights into user engagement patterns over time.


While the Customer Retention Rate (CRR) provides insight into retention over a longer period, the D1, D7, and D30 retention rates focus on specific early…