Vicky Freed

Customer Retention Rate is the percentage of existing customers a business keeps from one period to the next, excluding newly acquired customers.

Transaction Recency measures the duration of time since a customer’s last purchase, indicating how recently repeat customers made previous purchases. It is a great way of measuring your business’s ability to bring back customers quickly and may vary based on industry and business model.

Spend Lift is a loyalty metric that measures the increase in customer spending between two time periods, showing whether loyalty programs or promotions are driving real revenue growth.

Average Purchase Frequency counts the average number of transactions per customer per period. This metric is used to better understand customer behavior and purchase patterns.

Average Revenue Per User (ARPU) is a company's generated revenue that is averaged across all users and reported as a monthly or yearly value. ARPU is a top-level metric, that can easily be normalized and is often cited as a comparative measure between similar companies.