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Retention is the cornerstone of subscription-based businesses (and not only).

Getting new customers is 5 to 25 times more expensive than keeping the existing ones, according to Harvard Business Review.

The AAARRR funnel's Retention phase looks at how often a customer returns to your product or service.

Important metrics to track during this phase are:
1️⃣ Customer Lifetime Value (CLTV) – the total amount of money one customer will generate
2️⃣Churn Rate – the number of customers a business loses over a period of time
3️⃣Retention Rate – the number of customers a business keeps over a period of time (the opposite of churn rate)
4️⃣Customer Satisfaction – you get this metric by interviewing customers or sending them a customer satisfaction survey

A happy customer will eventually become a brand ambassador (which we’ll discuss in our next post), so investing in this phase is a good idea.

Ready to rock your retention stats? We're up for it at !

Awareness is the beginning of the buyer’s journey. It’s also the beginning of the AAARRR funnel, aka Pirate Metrics Framework. Dave McClure, founder of 500 Startups, created this funnel to accelerate startups’ growth and help them avoid vanity metrics.

Many digital agencies focus on the first two phases (Awareness and Acquisition). A growth marketing agency needs to focus on the full funnel.

There are plenty of ways to improve this metric, and our favourites are: content marketing, social media presence, paid advertising, search engine optimization (SEO), influencer marketing and contests & giveaways.

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If you're curious to meet and connect with like-minded people, join us.

📅 April 1, 2026
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