Customer metrics and retention benchmarks explain whether growth is coming from new acquisition or from repeat buyers. This silo groups
the metrics used in performance reporting: repeat purchase rate, churn, LTV, CAC, and ratio benchmarks like LTV:CAC.
Back to the hub:
E-commerce Statistics.
If you only publish three pages first, start with
repeat purchase rate,
LTV benchmarks,
and CAC benchmarks.
Featured (start here)
The most cited customer metrics used in retention and profitability narratives.
Repeat purchase rate benchmarks
How often customers buy again (definitions + benchmark structures).
Customer lifetime value (LTV) benchmarks
LTV benchmark reference points and how to define LTV consistently.
Customer acquisition cost (CAC) benchmarks
CAC benchmarks and reporting structure to avoid mixing attribution models.
Retention metrics are more useful when paired with conversion and AOV context:
Conversion funnel benchmarks.
Pages in this silo
Prepared links so you won’t need to edit this silo later as pages go live.
How to use retention benchmarks
A short checklist to keep customer metrics comparable.
- Define time windows. Repeat rate can mean 30/60/90-day repeat; churn can mean 30-day or quarterly churn.
- Separate gross vs net. LTV can be based on gross revenue or contribution margin—don’t mix them.
- Label attribution assumptions. CAC depends on how you attribute spend (first-touch, last-touch, blended).
- Use ratios carefully. LTV:CAC is useful for storytelling but sensitive to definitions and lag effects.
Reference pages:
Methodology •
Glossary •
Sources