Find It: Use web analytics on your website and refer to new vs. returning visitor audience data to find this information.

Customer Lifetime Value (CLV)

CLV is the value that a customer gives to your brand over their lifetime of doing business with you. This number doesn’t help you assess your customer retention, but it can help you put a value on your retention marketing, as it shows how valuable it is to keep a customer around.

Find It: Figuring out the customer lifetime value is dependent on your business model. Learn how to calculate it here.

Net Promoter Score (NPS)

A Net Promoter Score helps you see how likely your customers are to refer someone to your business. To find this number, you have to survey your customers and ask them to answer the following question on a scale of one to 10: “How likely are you to recommend our company to a friend or colleague?” From their responses, you can calculate the number of promoters, passives, and detractors you have. Then you can use the formula to determine your Net Promoter Score.