Hubspot Guide to Retention Metrics
Hubspot users and service leaders need a clear, practical way to measure customer loyalty, and customer retention metrics provide that roadmap. By tracking these numbers consistently, you can spot churn risks early, strengthen relationships, and turn satisfied customers into long-term advocates.
Why Customer Retention Metrics Matter in Hubspot
Customer retention metrics tell you how effectively your business keeps existing customers over time. When you connect these metrics with data in Hubspot, you gain visibility into which strategies protect revenue and which cause customers to leave.
Retention metrics matter because they help you:
- Forecast revenue more accurately.
- Identify at-risk customers before they churn.
- Measure the impact of support and success programs.
- Justify investments in onboarding, education, and service tools.
The source article on customer retention metrics from HubSpot’s service blog outlines the core formulas you can adapt to your own reporting processes.
Core Retention Concepts for Hubspot Users
Before diving into formulas, it helps to define key concepts that you can track or reference in Hubspot and related systems.
- Customer retention rate: The percentage of customers you keep over a specific time period.
- Churn rate: The percentage of customers you lose during that same period.
- Revenue retention: How much recurring revenue you keep, including upgrades and downgrades.
- Customer lifetime value (CLV): The total revenue a typical customer generates over their relationship with your company.
These concepts can be monitored through contact, company, and deal records stored in Hubspot, combined with billing or subscription data from your financial systems.
How to Calculate Customer Retention Rate in Hubspot
The basic customer retention rate formula from the source article is simple and can be supported with data organized in Hubspot.
Step 1: Gather Customer Counts
Pick a time frame, such as a month or a quarter. Then determine:
- Number of customers at the start of the period.
- Number of customers at the end of the period.
- Number of new customers acquired during the period.
You can pull customer counts from a CRM like Hubspot or another system of record, as long as you count only paying customers.
Step 2: Use the Retention Formula
The standard retention formula is:
Retention Rate = ((Customers at End − New Customers) ÷ Customers at Start) × 100
For example, if you started the month with 100 customers, ended with 120, and added 30 new ones, your retention rate would be:
- (120 − 30) ÷ 100 = 0.9
- 0.9 × 100 = 90% retention
Once you have this calculation, you can record the result in a spreadsheet, a dashboard, or a custom report aligned with your Hubspot data.
Tracking Churn and Revenue Retention with Hubspot Data
Churn rate is the inverse of retention and is just as important as the basic retention percentage. It shows how quickly customers leave.
Customer Churn Rate Formula
The formula from the source article is:
Churn Rate = (Customers Lost During Period ÷ Customers at Start) × 100
If you lost 10 customers out of 100 over a period, your churn rate is 10%.
To track churn with CRM data from Hubspot, you can:
- Mark churned customers with a lifecycle or status field.
- Filter reports by start and end dates.
- Compare lost contacts or companies to your starting base.
Revenue Retention and Expansion
The article also describes revenue-focused retention metrics, especially useful for subscription or recurring revenue companies.
- Gross revenue retention (GRR): Recurring revenue kept, excluding expansion.
- Net revenue retention (NRR): Recurring revenue kept, including upgrades and expansions.
Although billing data often lives outside Hubspot, you can align invoices, subscriptions, or deal records with CRM properties and build reports that show how much revenue you retain month over month.
Customer Lifetime Value and Support Metrics in Hubspot
Customer lifetime value is one of the most strategic retention metrics because it combines revenue, retention, and profit into a single view of long-term value.
Basic CLV Formula
The article explains a straightforward way to estimate CLV:
CLV = Average Purchase Value × Purchase Frequency × Average Customer Lifespan
You can approximate these inputs using data from Hubspot and your billing tools, then refine the model over time.
Support Metrics that Influence Retention
Strong support and service performance usually lead to better retention. Hubspot users often track the following metrics mentioned in the article:
- First response time: How quickly you reply to a new ticket.
- Resolution time: How long it takes to fully solve an issue.
- Customer satisfaction (CSAT): Survey scores after support interactions.
- Net promoter score (NPS): How likely customers are to recommend you.
With these numbers, you can build dashboards that connect support performance to retention outcomes inside or alongside Hubspot.
How to Build a Simple Retention Dashboard for Hubspot Teams
You do not need complex tools to get started. A basic process, supported by your Hubspot CRM, can create meaningful insight into loyalty trends.
Step 1: Define Your Time Frames
Decide whether you will track metrics monthly, quarterly, or annually. Consistent time frames make your data easier to compare over time.
Step 2: Align Data Sources with Hubspot
Identify where each metric lives:
- Customer counts in your CRM, such as Hubspot.
- Revenue data in billing or subscription tools.
- Support metrics in ticketing or help desk systems.
Map those sources together so you can view them in one place, even if you use external analytics.
Step 3: Calculate and Record Key Metrics
Start with the essentials from the customer retention metrics article:
- Customer retention rate.
- Churn rate.
- Gross and net revenue retention.
- Customer lifetime value.
- Support KPIs like CSAT and NPS.
Update these numbers on a regular schedule and compare them against previous periods.
Step 4: Take Action on the Insights
Once your dashboard is active, focus on action:
- Identify accounts with low engagement or low satisfaction scores.
- Launch outreach or success programs to prevent churn.
- Double down on channels, content, and programs that correlate with high retention.
When you use structured data from Hubspot and other tools to guide your actions, your retention strategy becomes more predictable and scalable.
Improving Retention with Expert Help
Building a robust measurement framework based on the customer retention metrics article can take time, especially when you connect multiple platforms alongside Hubspot. If you need assistance with analytics strategy, CRM setups, or optimization, consulting partners such as Consultevo can help you design clear dashboards and processes.
By focusing on consistent measurement, simple formulas, and an actionable dashboard built around your data in Hubspot, you can reduce churn, increase customer lifetime value, and turn retention into a reliable growth engine.
Need Help With Hubspot?
If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.
“`
