Acquisition & Retention
Acquisition & Retention
Acquisition & Retention
Audience
ACQUISITION RETENTION
Completed first No longer convert -> Adding the “HOW TO” question for
action -> start Churned convert again each of these segmentations to
User
conversion customer figure out the appropriate approach
ACQUISITION & RETENTION IN BUSINESS
Average
Monthly Total
M New Churned revenue Monthly Gross Churn
paying paying CAC Total CAC
o. customer customer per revenue P&L loss
customer customer
customer
1 3,300 520 210 3,610 $178 $642,580 $26 $13,520 $629,060 $37,380
2 3,610 352 326 3,636 $156 $567,216 $24 $8,448 $558,768 $50,856
3 3,636 1,215 856 3,995 $168 $671,160 $38 $46,170 $624,990 $143,808
4 3,995 1,089 455 4,629 $149 $689,721 $36 $39,204 $650,517 $67,795
5 4,629 898 328 5,199 $131 $681,069 $36 $32,328 $648,741 $42,968
6 5,199 852 295 5,756 $123 $707,988 $34 $28,969 $679,019 $36,285
● Define clearly what does it mean as “churned customer” - how long would they be inactive before can be called “churned”.
● For SAS / B2B company, we should even have metrics like “potentially churn customer” to tracking customers who have not engage / using our
service for awhile.
HOW ABOUT REFERRAL / RECOMMENDATION?
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