--- title: Understanding the Client Retention Rate Metric description: client retention rate --- [Skip to content](https://support.hapana.com/kb/article/58#main-content) English Show submenu for translations [![email-logo.png](https://support.hapana.com/hs-fs/hubfs/hapana_2022/email_2022/footer%20logo.png?width=300&height=78&name=footer%20logo.png)](https://info.hapana.com/en?hsLang=en) Open main navigation Close main navigation - English Show submenu for translations - [Submit Ticket](https://21gxv.share.hsforms.com/2-8HozJXMSTW8kaFHC32eaw) [Submit Ticket](https://21gxv.share.hsforms.com/2-8HozJXMSTW8kaFHC32eaw) Hapana Help | Find answers here - There are no suggestions because the search field is empty. 1. [Hapana Knowledge Base](https://support.hapana.com/?hsLang=en) 2. [Member Management](https://support.hapana.com/member-management?hsLang=en) 3. [Reporting](https://support.hapana.com/member-management?hsLang=en#reporting) # Understanding the Client Retention Rate Metric ## 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. 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