# Retention

Concept · [Business and metrics](https://ecosystem.samcarlton.com/business)

Also called: retention rate, customer retention, user retention

The share of customers who keep using or paying for your product over time. It is the flip side of [churn rate](https://ecosystem.samcarlton.com/churn-rate).

**For example:** 100 people sign up in January and 60 are still using the product in March. Retention over that stretch is 60 percent.

## Connects to (10)

- [Churn rate](https://ecosystem.samcarlton.com/churn-rate): The share of your customers who stop paying or stop using your product during a set period, such as a month.
- [DAU / MAU](https://ecosystem.samcarlton.com/dau-mau): Daily active users and monthly active users.
- [Product-market fit](https://ecosystem.samcarlton.com/product-market-fit): The point where you have built something a clear group of customers really wants.
- [Net promoter score](https://ecosystem.samcarlton.com/net-promoter-score): A survey score based on one question: how likely are you to recommend us, from 0 to 10.
- [Onboarding](https://ecosystem.samcarlton.com/onboarding): The first steps a new user takes in a product: signing up, setting it up and learning enough to get value from it.
- [Aha moment](https://ecosystem.samcarlton.com/aha-moment): The point where a new user first feels the value of a product.
- [Gamification](https://ecosystem.samcarlton.com/gamification): Adding game elements, such as points, badges, streaks or stamps, to a product or program to encourage people to come back and keep going.
- [Email marketing](https://ecosystem.samcarlton.com/email-marketing): Sending planned emails to a list of people who signed up, such as newsletters, announcements and offers.
- [YouVersion](https://ecosystem.samcarlton.com/youversion): The maker of the Bible App, a free app for reading and listening to the Bible, along with tools for churches and developers.
- [Coassemble](https://ecosystem.samcarlton.com/coassemble): A platform for building online training courses, which companies use to train staff and customers or build into their own products through…

Map view: https://ecosystem.samcarlton.com/retention