Essential Customer Engagement Metrics You Need to Track in 2025

Improving customer engagement often sounds like a buzzword community managers use to sound trendy. However, this approach is grounded in measurable metrics that go way beyond surface-level indicators such as the number of likes and comments.

By tracking these insights you'll discover opportunities to improve customer experience and satisfaction, which results in growing your community and increasing revenue.

In this article, we'll cover not only all customer engagement metrics you need to be aware of but also some of the best community engagement techniques to drive meaningful interactions with your audience.

Understanding Customer Engagement

What is customer engagement?

Customer engagement refers to all the interactions and experiences customers have with a brand across various touchpoints. It'll look different for every brand, based on your target audience and channels you're using.

When they hear the phrase customer engagement, some people may think of likes and comments, but it's much deeper than that. Customer engagement includes analyzing customer behavior, preferences and level of satisfaction with your brand.

Customer engagement is essential for building strong relationships with customers that lead to loyalty and repeated sales.

Monitoring these metrics helps you identify areas for improvement and optimize your marketing strategies.

Benefits of measuring customer engagement

Here are the key benefits you can expect from measuring and optimizing customer engagement:

• Increasing customer satisfaction
• Increasing customer loyalty
• Improving customer retention rate
• Increasing sales
• Boosting word-of-mouth marketing
• Maximizing potential for customer referrals

Key Performance Indicators (KPIs)

Here are the key customer metrics to track:

Conversion rate

Conversion rate is one of the key customer engagement metrics as it measures the percentage of visitors who complete a desired action, whether it's signing up for your newsletter or purchasing the product.

It's a crucial metric for understanding your marketing campaigns and website's effectiveness. A high conversion rate means that your content motivates users to take action and it can have an impact on your revenue.

Customer Lifetime Value (CLV)

This metric represents the total revenue you can expect from a single customer throughout their relationship with your company. It's the key to understanding the value of customer relationships, as it helps you decide how much to invest in customer acquisition and retention.

You can calculate it by multiplying the average purchase value by the average customer lifespan and the average purchase frequency.

Customer retention rate

Customer retention rate shows the percentage of customers your business retains over a given period of time (excluding new customers). It's the exact opposite of a customer churn rate, which shows the percentage of customers who stop doing business with your company.

Monitoring this metric can help you come up with tactics to increase customer loyalty and reduce churn rate.

Net Promoter Score (NPS)

The Net Promoter Score is another popular metric for measuring customer loyalty and satisfaction. It shows how likely customers are to recommend your brand to others, based on a scale from 0 to 10. You can find this out by sending online surveys to your customers.

The customers can be classified into three groups, based on their responses:

1. Detractors – those who rated your business 0-6 and are not only unlikely to recommend it but could also be potentially harming your brand
2. Passives – those who rated your business 7-8 and are satisfied but not enthusiastic, meaning they probably won't recommend your brand to others unless somehow incentivized
3. Promoters – highly loyal customers who rated your business 9-10 and are very likely to actively recommend your brand to others

Bonus: Advocacy program best practices

Promoters play a vital role in revenue-driving advocacy, making them a key focus for any customer referral program or broader brand ambassador strategy.

You can maximize advocate marketing ROI by implementing customer loyalty initiatives and it's also essential to track advocacy program metrics such as referral conversion rate.

Additionally, the reputation score of community members plays a crucial role in determining the quality of their referrals as it shows how much other community members trust them.

When it comes to B2B customer advocacy, you should conduct an advocacy software comparison to find the tools that fit your needs best.

Customer satisfaction score (CSAT)

Customer Satisfaction Score (CSAT) is a metric that shows how satisfied customers are with a specific product, service or interaction with your brand. It's measured by asking them to rate their experience, typically on a scale from 1 to 5.

It's a simple way to get direct insight into what customers think about your products and identify areas for improvement.

Digital Channel Engagement

Here are the main customer engagement metrics for your website, email marketing campaigns, social media platforms and other digital channels:

Click-through rate (CTR)

Click-through rate is a metric that shows the percentage of people who clicked on a link or an ad out of the total number of people who saw it. It's the key metric for understanding the effectiveness of your digital marketing initiatives, whether we're talking about paid ads, email marketing campaigns or something else.

A lower CTR means that the message may not resonate with your audience, either because you haven't targeted the right audience or because you have to improve your messaging and call to action.

Bounce rate

Bounce rate measures the percentage of website visitors who leave your website after viewing only one page, without taking any further action.

A high bounce rate could indicate potential issues such as irrelevant content that's not answering customer's search intent, poor user interface or a slow website loading speed.

Page views per visit

This metric shows the average number of website pages users visit in a single session and it's a key for understanding your website engagement. It can give insight into the quality of your content, the ease of navigation and overall user experience on your website.

You can track this and many other website metrics using Google Analytics.

Social media engagement

This metric shows how your audience interacts with your content across social media platforms like Instagram, Facebook and TikTok, which often serve as the first touchpoint for building brand awareness and initial engagement.

Social media metrics include the number of likes, reactions, comments, shares, saves and follows. They can also include your reach and number of impressions – the number of people who viewed your post or story.

If you want to dive deeper, check out our detailed guide on community management metrics.

User Behavior Analysis

If you want to dive deeper, you can use web analytics tools to analyze user behavior in depth. Bettermode integrates with tools like HotJar and Mixpanel that can provide you with the following insights:

Session duration

This metric either shows the average session duration or how much time a user spent on your website during a single visit. It provides insight into how engaging and relevant your content is to your visitors.

The longer session duration is a good sign, while a shorter session duration might indicate issues with website navigation and content quality.

Frequency of visits

This metric shows how often users return to your website or app, which can be a strong indicator of customer loyalty and retention, making it one of the most important customer retention metrics.

One of the best ways to increase the frequency of visits is to regularly update content and add notifications that announce all updates.

Check out how Bettermode notification tools boost member retention and make them want to come to your website more often.

Interactions per visit

You should not only track the number of visits but also customer interactions per visit as it provides insight into how users are engaging with your website. These actions include navigating pages, clicking links and buttons, watching videos, leaving comments or engaging in live chat.

High interaction rates usually indicate a compelling and intuitive user interface while low rates may be a sign that you should add more interactive elements.

Here are some things you can add with our community platform software to boost user engagement:

• User forum
• Reactions and comments
• Live chat (through integration with Intercom and similar tools)
• Direct messaging
• Website widgets
• Badges, leaderboards and other gamification elements

Voice of the Customer

Analyzing the voice of the customer can help you understand your customers so that you can provide them with the things they actually want. Here's how to do it:

Customer feedback

Collecting customer feedback is the best way to get direct insights into your customers' needs, preferences and expectations and measure customer satisfaction.

You can use different methods for gathering feedback such as online surveys, feedback forms on your website or customer reviews on platforms like Google, Yelp and Amazon.

The feedback can also manifest as a customer satisfaction score, net promoter score and customer effort score, the metrics that are explained in separate sections of this article.

Our all-in-one community platform allows you to meet your users where they are and effortlessly collect their feedback eliminating any friction in the process.

Sentiment analysis

Sentiment analysis is used to analyze the tone and the attitude of customer feedback and identify whether the overall sentiment is positive, negative or neutral.

The method is based on natural language processing (NLP) and artificial intelligence and you can use it to analyze direct feedback, but also social media posts and reviews to understand public opinion and customer satisfaction.

Customer suggestions

If you're looking for inspiration for creating new products or improving the existing ones, customer suggestions can be a gold mine of valuable insights and ideas. They can be a great source of innovation, too.

Therefore, you should actively encourage users to share their suggestions with you through various channels such as community portals, customer forums, feature requests, social media and focus groups.

In fact, Bettermode has a dedicated customer feedback community platform template. You can use it to create public, community-driven product roadmaps where your users can interact, post their feature requests and vote for the features they want to see.

The platform can help you with feature prioritization and building products based on your customers' needs.

Customer Engagement Strategies

If you want to boost customer participation, check out these proven community engagement methods.

Implementing customer feedback loops

Collecting customer feedback shouldn't be left to chance and sporadic user reviews. Instead, you should actively collect the feedback and encourage users to give it, as a part of your customer engagement plan.

You should establish your own mechanisms for collecting feedback which can include surveys, feedback forms and interviews.

It'd be even better to automate the whole process and build a dedicated customer feedback platform to ensure consistent and actionable insights.

Bolstering customer engagement with multiple data sources

Instead of focusing on only one channel, you should analyze customer engagement across all touchpoints to get a deeper and more comprehensive understanding of your customers' behavior.

Gather data from various sources such as:

• Website analytics
• Social media insights
• CRM system
• Email marketing tools
• Customer surveys
• User behavior tools like Amplitude

Creating customer-centric experiences

One of the best community engagement techniques is to create customer-centric experiences based on customer needs and preferences that you discovered through collecting feedback. You should create experiences that drive interest, adoption and conversions.

Bettermode templates let you create dynamic websites and community platforms that let your customers interact with each other and post user-generated content.

For example, Bettergram, our template with an Instagram-like interface lets your customers share visual content, post pictures and interact with each other through comments and direct messages.

You had many active users but the engagement has declined? Don't worry, it happens to everyone. Check out these tactics for revitalizing community engagement to spark renewed interest and bring your community back to life!

Measuring Customer Engagement

Here are the main points to have in mind when you want to measure engagement.

Clearly defining your goals

First, identify why you want to measure customer engagement. What is your end goal, what are the results you hope to achieve?

Maybe you want to identify customer drop-off points or you want to measure content effectiveness. In any case, having a clear purpose will help you organize your efforts.

Identifying key engagement metrics

As you can see, there are so many customer engagement metrics you can track, but you don't have to track them all at once. With so many metrics available, it's easy to lose sight of what's important to you.

Narrow down the key metrics to focus on, based on your goals and the phases of the customer journey.

For example, if you want to increase brand awareness, you might focus on reach and other social media metrics. On the other hand, if you want to boost sales, you should focus on increasing CTR and maximizing conversion rates.

Collecting data from the right sources

The quality of your insights depends on the sources you use. For the best results, you should combine multiple sources such as your website analytics, CRM, social media insights, website heatmaps and user behavior tracking tools.

Bettermode allows you to analyze those insights in a single place, thanks to our numerous integrations. Click here to find out how to access Bettermode reports and analytics.

Common Pitfalls in Measuring Customer Engagement

If you're just starting out with measuring and improving customer engagement, pay attention to the following things.

Avoiding common mistakes

The three most common mistakes when it comes to customer engagement are:

1. Not tracking engagement metrics – Some businesses focus on metrics they consider more important such as sales or revenue, forgetting that customer engagement is the foundation for growth and customer loyalty.
2. Ignoring customer feedback – Many companies tend to ignore negative feedback which can often be more beneficial than the positive one as it shows you your blind spots and areas for improvement.
3. Not using this data to inform business decisions – If you want to improve business performance, you should base all your strategic decisions on customer data.

Ensuring data accuracy

Ensuring data accuracy is crucial for making informed decisions. Inaccurate or incomplete data can lead to misguided strategies, wasting resources and missing opportunities for growth.

That's why it's essential to use multiple data sources and validate data to ensure consistency.

Continuous improvement

Managing customer engagement metrics is not a one-time task as customer behavior, preferences and expectations are constantly changing and evolving.

If you want to stay relevant, you have to regularly review and adjust your strategies to meet changing customer needs. One of the best ways to do so is to set up feedback reviews over a specified period of time, for example once a month.

Customer Engagement Metrics for Growth

Here are some additional customer engagement metrics to keep in mind.

Revenue churn: What it is and how to calculate it

Revenue churn represents the percentage of revenue lost due to customer churn over a given period of time, typically due to downgrades or cancellations. It helps you understand the financial impact of customer churn.

This metric is especially important for subscription-based businesses as it directly impacts their growth.

To calculate the revenue churn, you have to figure out how many customers you've lost over a particular period of time and what was the average amount spent per customer.

You can calculate the revenue churn by dividing the revenue lost from existing customers (customers who canceled or downgraded their subscriptions) with the total revenue at the start of the period before those customers quit.

Customer effort score (CES)

Customer effort score is one of the most important customer support metrics. It measures how easy it is for customers to interact with your business, whether it's to resolve an issue, make a purchase or access customer support.

It's typically assessed through a survey that asks your customers to rate the effort required to complete a specific interaction, helping you identify friction points and improve customer experience.

It's a key metric for understanding customers' overall satisfaction with your brand.

Average resolution time

This metric shows the average speed at which customer support tickets are resolved and it measures the efficiency of your customer support team, but it also plays an important role in customer satisfaction.

It's no secret that customers hate waiting to get their issues resolved so one of the ways to reduce the average resolution time is to implement a self-onboarding process where you address all the common issues your customers might have.

It can also be a good idea to create a customer service knowledge base where users can browse questions and get support from fellow community members.

Bettermode has plenty of ready-to-use templates that let you create responsive and user-friendly knowledge bases. For example, check out our customer service community template below. It has a built-in article rating system so your customers can vote for the most helpful articles.

There's also a customer forum where they can ask questions, browse all previous posts and interact with each other.

Our templates let you provide 24/7 customer support at no extra cost and can significantly reduce the number of support tickets.

Customer Experience Statistics

With so many businesses investing in improving customer experience more than ever, you can not afford not to do so. Here is some data to prove the importance of this approach.

• You're wondering why customer engagement strategies fail? Well, according to 78% of respondents, the main reason is lack of relevance followed by lack of authenticity.
• That's not all, as 89% of customers report that they've switched to a competitor after a poor customer experience!
• One statistic revealed that the biggest drivers of customer loyalty are offers of good products and services followed by good customer support and low prices.
• Still not convinced that you should invest in personalization? Well, this stat may change your mind! In one recent survey, 90% of customers said that they would quit purchasing from a brand due to the lack of personalized customer experience.

Conclusion

Measuring customer engagement is crucial for understanding customer behavior and improving customer experiences.

By tracking key customer engagement metrics, you can increase customer satisfaction, loyalty and retention.

However, you don't have to be an expert or have advanced and expensive user behavior analytics tools to do so.

With Bettermode all-in-one customer engagement platform you have access to all these insights at your fingertips.

Get started for free and use our interactive elements to boost engagement and build a thriving community!

FAQs

What is a customer engagement metric?

Customer engagement metrics measure the way users interact with your brand or with other community members. There are different types of customer engagement metrics, for example, website engagement metrics such as average session duration and CTR, social media metrics such as the number of likes and shares, etc.

What are the 4 P's of customer engagement?

The four P's of customer engagement stand for people, personalization, proactivity and problem-solving.

• People – It means that every interaction should be user-centric, based on the understanding of your target group.
• Personalization – You should tailor your approach based on customer preferences and offer personalized recommendations for each customer.
• Proactivity – Instead of waiting for customers to reach out to you, you should initiate conversations and encourage customer interactions.
• Problem-solving – The main focus of your customer support interactions should be solving problems quickly and effectively.

What are the 4 metrics of customer service?

The main four metrics of customer service include customer satisfaction score, resolution time, customer effort score and net promoter score.

What are the 3 C's of customer engagement?

The three C's of customer engagement usually refer to:

• Connection – Your main goal should be to create strong relationships with customers through meaningful interactions and building a sense of community and trust.
• Content – You should deliver valuable, relevant and engaging content that resonates with your audience and keeps them coming back.
• Context – It's essential to figure out the right timing and channel to make sure your engagement efforts are impactful.

‍