Customer Retention Rate the percentage of customers who continue purchasing from your shop over a specific time period. It measures your ability to keep existing customers rather than constantly acquiring new ones.
Dashboardly calculates Customer Retention Rate from your live TikTok Shop data — pulling actual orders, fees, refunds, and returns so the number you see matches your P&L.
E-commerce avg: 25-35% annual. Top TikTok shops: 30-45%. Subscription-like: 50%+.
Retention Rate = ((End Customers - New Customers) / Start Customers) × 100
TikTok's native reports use attributed metrics with click- and view-through windows. Dashboardly calculates Customer Retention Rate from actual order revenue, deducting refunds and returns for a truer number that matches your real P&L.
Customer Retention Rate is a leading indicator — check it daily if you're running ads or running pricing experiments, weekly otherwise. Dashboardly tracks Customer Retention Rate automatically so you don't have to pull exports.
The percentage of customers who continue purchasing from your shop over a specific time period. It measures your ability to keep existing customers rather than constantly acquiring new ones.
(500 end - 200 new) / 400 start = 75% retention rate
E-commerce avg: 25-35% annual. Top TikTok shops: 30-45%. Subscription-like: 50%+.
The percentage of customers who continue purchasing from your shop over a specific time period. It measures your ability to keep existing customers rather than constantly acquiring new ones.
Dashboardly connects to your TikTok Shop and calculates this metric plus 30+ others per SKU. No spreadsheets. No manual math.
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