Overview

The Client Retention Rate helps you measure how well your business is holding onto clients over time. This metric provides insight into client loyalty, the success of onboarding and engagement strategies, and whether your business is growing or declining in active clients.

Tracking retention consistently allows you to improve member experience, reduce churn, and make smarter operational decisions.

Prerequisites

• Admin access to Core
• Active tracking of client status changes (Active vs. Alumni)
• Defined date range for retention analysis

What Is the Client Retention Rate?

The retention rate shows the relationship between the number of clients retained vs. those lost over a specific period of time. It takes into account:

• All Clients at the beginning of the period
• New Clients acquired during the period
• Lost Clients who transitioned to Alumni status

Formula

Retention Rate = (All Clients at the beginning + New Clients - Lost Clients) / All Clients

Example

Suppose you are evaluating retention for the month of March:

• All Clients (start of month): 100
• New Clients added: 20
• Lost Clients (moved to Alumni): 10

Retention Rate = (100 + 20 - 10) / 100 = 1.1

• A retention rate greater than 1 indicates client growth.

• A retention rate equal to 1 shows no change.

• A retention rate less than 1 signals a decline in active clients.

How to Use This Metric

• Identify periods of strong or weak retention
• Compare monthly or quarterly retention performance
• Align retention insights with operational strategies, such as improving onboarding or engagement
• Use with client segmentation (e.g., Intro Offer conversions or alumni re-engagement)

Expected Outcome

By monitoring your Client Retention Rate, you can gauge whether your business is expanding, stable, or losing ground. It’s a leading indicator for both revenue and long-term sustainability.

FAQs

Q: Where can I find the retention rate in Core?

A: You can find it under Reports > Clients & Attendance > Client Retention Rate.

Q: Do lost clients include suspended members?

A: No. Lost clients refer to those whose status changes to Alumni, indicating they are no longer actively using services.

Q: Can I download retention data?

A: Yes. Most reports, including the retention rate, can be exported as a CSV for deeper analysis.

Need help? Reach out to our support team via support@hapana.com