Must-Know Customer Journey Kpis [Latest Report]

Highlights: Customer Journey Kpis

  • 1. Customer Acquisition Cost (CAC)
  • 2. Conversion Rate
  • 3. Customer Retention Rate
  • 4. Churn Rate
  • 5. Average Order Value (AOV)
  • 6. Customer Lifetime Value (CLV)
  • 7. Net Promoter Score (NPS)
  • 8. Customer Satisfaction Score (CSAT)
  • 9. First Contact Resolution (FCR)
  • 10. Abandoned Cart Rate
  • 11. Time on Website or App

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In the ever-evolving landscape of business and customer experience, understanding the journey your customers take when interacting with your brand is critical. As companies continue to invest heavily in improving the customer experience, it has become increasingly important to identify key performance indicators (KPIs) that can effectively measure the success of these efforts.

In this comprehensive blog post, we will explore the importance of customer journey KPIs and the various aspects that contribute to the overall customer experience – from the first touchpoint to post-purchase engagement. By understanding the right metrics to track, companies can not only improve relationships with their customers, but also achieve unparalleled success in today’s competitive marketplace.

Customer Journey KPIs You Should Know

1. Customer Acquisition Cost (CAC)

The cost of acquiring a new customer, calculated by dividing marketing and sales expenses by the number of new customers acquired during a specific time period. It helps to gauge the effectiveness of marketing strategies and the return on investment.

2. Conversion Rate

The percentage of website visitors, app users, or potential customers who take a desired action, such as purchasing a product, signing up for a newsletter, or filling out a contact form. This KPI helps to measure the effectiveness of marketing efforts and user experience.

3. Customer Retention Rate

The percentage of customers who remain loyal and continue to make purchases or engage with a brand over a given period. A higher retention rate indicates that the business is successful in maintaining strong customer relationships.

In the ever-evolving landscape of business and customer experience, understanding the journey your customers embark upon when interacting with your brand is crucial.

4. Churn Rate

The percentage of customers who discontinue a service or stop buying products during a specific time period. Lower churn rates indicate better customer satisfaction, while high rates signal potential issues with the product or service.

5. Average Order Value (AOV)

The average amount a customer spends per transaction. The higher the AOV, the more sales revenue is generated by each customer interaction. Companies can use incentives, such as discounts or free shipping, to encourage customers to spend more.

6. Customer Lifetime Value (CLV)

The total revenue a business can predictably generate from a customer during their entire relationship with the brand, factoring in frequency and average order value, among other factors. High CLV indicates successful acquisition and retention strategies.

7. Net Promoter Score (NPS)

A measure of customer loyalty and satisfaction, calculated by asking customers how likely they are to recommend the company to others on a scale of 0-10. A high NPS means that customers are more likely to be brand advocates, positively influencing others to try the business.

8. Customer Satisfaction Score (CSAT)

A measure of how happy customers are with a company’s goods, services, or interactions. It is typically collected through customer feedback surveys that ask the user to rate their experience on a scale from very unsatisfied to very satisfied. High CSAT scores are an indicator of a satisfying customer journey.

9. First Contact Resolution (FCR)

The percentage of customer service queries or issues resolved during the first interaction with a customer support representative. Higher FCR rates point to efficient and effective support teams providing good customer experiences.

Customer Journey KPIs are vital in understanding and optimizing the overall customer experience.

10. Abandoned Cart Rate

The percentage of website shoppers who add items to their cart but leave without completing a purchase. This KPI sheds light on potential conversion roadblocks in the purchasing process and can help identify areas for improvement.

11. Time on Website or App

The average duration a user spends browsing a website or using an app in a single session. This engagement metric can indicate the level of interest users have in the platform and the quality of the user experience.

Customer Journey KPIs Explained

Customer Journey KPIs are critical to understanding and optimizing the overall customer experience. Customer Acquisition Cost (CAC) measures the efficiency of marketing strategies, while Conversion Rate evaluates the success of marketing efforts and user experience. Customer Retention Rate and Churn Rate assess the strength of customer relationships and satisfaction, while Average Order Value (AOV) and Customer Lifetime Value (CLV) measure the revenue potential of each customer interaction.

Net Promoter Score (NPS) and Customer Satisfaction Score (CSAT) are key indicators of customer loyalty and satisfaction. First Contact Resolution (FCR) reflects the effectiveness of support teams in resolving customer issues, while Abandoned Cart Rate provides insight into barriers to purchase. Finally, Time on Website or App measures user engagement and overall platform experience, allowing companies to consistently evaluate and improve the customer journey.


In summary, understanding and effectively monitoring customer journey KPIs can make a significant difference in a company’s long-term success and customer retention. By focusing on key performance indicators such as conversion rates, customer satisfaction, journey completion rates, and interaction points, companies can gain valuable insight into their customers’ experiences, preferences, and pain points.

With this knowledge, companies can optimize their customer journeys, improve relationships, and ultimately increase their bottom line. As competition increases and customer expectations rise, investing in intelligent analysis of customer journey KPIs is more important than ever. By remaining proactive and adaptable, companies can ensure a memorable customer experience that builds loyalty and drives success.


What are Customer Journey KPIs?

Customer Journey KPIs (Key Performance Indicators) are a set of measurable data points that help organizations gauge the effectiveness of their marketing efforts, user experience design, and ability to engage and retain customers. These KPIs can be used to identify and understand the various touchpoints and channels customers use, and offer insights into areas of improvement for companies to optimize their customer journey.

Why are Customer Journey KPIs important?

Customer Journey KPIs are important because they enable businesses to track, analyze, and optimize the customer experience. By monitoring these metrics, organizations can make data-driven decisions and strategize improvements to enhance customer satisfaction, leading to increased customer retention, higher conversion rates, and ultimately greater revenue.

Which KPIs are most commonly used to measure the customer journey?

Some common Customer Journey KPIs include Customer Acquisition Cost (CAC), Customer Lifetime Value (CLTV), Churn Rate, Conversion Rates at various stages, Net Promoter Score (NPS), Engagement Metrics such as click-through rates, bounce rates, and Average Time on a page, and Customer Retention Rates.

How can Customer Journey KPIs help to identify pain points in the customer experience?

By tracking and analyzing Customer Journey KPIs, businesses can identify trends and patterns in customer behavior, as well as areas where customers might be facing difficulty or friction. Low conversion rates, high exit rates, negative feedback, or poor engagement on a particular touchpoint may indicate a pain point in the customer experience. Businesses can then focus on addressing these issues and improving the overall customer journey.

How often should Customer Journey KPIs be measured and analyzed?

The frequency of measuring and analyzing Customer Journey KPIs can vary depending on your organization's goals and resources. However, it is essential to track these metrics consistently and regularly to stay informed about the customer experience and identify trends or fluctuations. Monthly or quarterly analysis of KPIs is common, but larger organizations with more touchpoints and higher customer volumes may choose to track some metrics on a more frequent basis, such as weekly or even daily.

How we write our statistic reports:

We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly.

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