Top 18 Customer Engagement Metrics You Should Track & Measure in 2025

Customer engagement is more than just likes, clicks, or comments—it’s about how deeply customers interact with your brand across various touchpoints.  I’ve seen firsthand how strong engagement leads to better retention, brand loyalty, and, ultimately, higher revenue. It’s true–even studies show that 86% of customers get ready to pay more for a great customer experience. But how do you measure it? Tracking the right customer engagement metrics has helped me gain actionable insights into customer behavior, refine strategies, and create better experiences that keep people coming back. In this guide, I’ll explain the 18 best customer engagement metrics you must track in 2025 and how to measure them effectively. Let’s begin!

What Is Customer Engagement?

Customer engagement is all about how actively and meaningfully customers interact with your brand. It is how customers interact with your brand across different touchpoints, like through social media, emails, website visits, or direct conversations.  I’ve seen firsthand how businesses grow when they focus on engagement. When customers feel valued, they’re more likely to stick around, spend more, and even recommend the brand to others. Tracking engagement isn’t just about numbers. It’s all about understanding what keeps customers interested and constantly improving their experience.

What Are Customer Engagement Metrics?

Customer engagement metrics are the numbers that show how users interact with your brand, products, and services. They help you track, analyze, and understand how people engage, communicate, and build a connection with your brand over time.  They offer a way to track if your audience is just browsing or genuinely invested in what you offer.

• Are people clicking your emails but not buying? 
• Are they engaging with your content but bouncing before converting? 

Tracking the right engagement metrics gives you a clear picture of customer behavior, so you’re not just guessing—you’re making smart, data-backed decisions.  Here’s the thing—if you stick with me till the end, you’ll not only learn about these metrics, but I might just have a trick up my sleeve to help you track them and gather the right feedback at the perfect moment.

18 Key Metrics to Measure Customer Engagement

Tracking customer engagement metrics isn’t just about numbers. You have to understand how customers interact with your brand, what keeps them engaged, and where you might be losing them.  Below, we’ll break down the 18 key engagement metrics you should track, how they’re calculated, and why they matter:

1. Customer Engagement Score

Customer Journey Stage: Consideration / Retention

What It Is: The Customer Engagement Score is a single number that shows how active and happy your customers are with your product or service. The higher the score, the more engaged the customer is. How to Calculate: To calculate CES, look at:

• How frequently they use your product.
• The depth of usage (e.g., how many features they use).
• Their actions (clicks, purchases, reviews).
• Their interactions on your website or app (pages visited, time spent).

You add all of these together, with some factors being more important than others depending on what’s most relevant for your business. That gives you a final score. Use ProProfs’ Customer Engagement Score Calculator to measure how actively your users interact with your brand. CTA- Calculate Your Engagement Score Why It Matters: The score is useful because it helps you understand how engaged or invested your customers are. It can tell you which customers are at risk of leaving or which ones are really happy and ready for more. Plus, it shows you how well your marketing and support are working. How to Improve It:  

• Make it easy for customers to use your product regularly:
• • Action: Use Qualaroo to create onboarding surveys that encourage regular usage and deeper interaction with the product.
  • How to accomplish: Use the segmentation options in Qualaroo to personalize follow-up actions based on users’ responses. For example, tailor future communications or product recommendations to users based on their answers.

Check Out Qualaroo’s Free Survey Templates

• Provide value that encourages deeper use of your service:
• • Action: Create valuable, customized content that can be easily accessed in your ProProfs Knowledge Base, such as guides and FAQ sections for deeper understanding.
  • How to accomplish: Use Qualaroo to gather insights from users about what features they find most useful, and continuously update your knowledge base with those insights.

Create a Knowledge Base for Free

• Engage with your customers through personalized messaging, emails, or offers:
• • Action: Use Qualaroo insights to survey users about what features they love most and then create targeted email campaigns through ProProfs Survey Maker to re-engage them with personalized offers.
  • How to accomplish: Segment users based on their survey responses and send them personalized reminders and offers.

2. Active Users or Sessions

Customer Journey Stage: Awareness

What It Is: While Views were once tracked as a basic metric in platforms like Google Analytics, it now focuses more on Active Users or Sessions. Active Users or Sessions are better at measuring engagement, as they show how often your content is seen and how often users return to engage with it. How to Calculate:  Track sessions over a set period and monitor how many unique users engage with your content. Why It Matters: While Views show how far your content has traveled, measuring Active Users or Sessions will give you deeper insights into how many people genuinely engage with your content. How to Improve It: 

• Use SEO to improve organic visibility: 
  • Action: Focus on optimizing content around long-tail keywords and ensure that meta tags, headings, and alt texts are optimized.
  • How to accomplish: Use tools like Ahrefs or SEMrush to identify high-potential keywords and optimize your content. Regularly update your blog posts and content to target new search trends and queries.

• Promote content through email and social media: 
  • Action: Promote blog posts and product updates on social media for interactive, engaging marketing campaigns.
  • How to accomplish: Add interactive elements such as polls, quizzes, or comment prompts in your social media posts to drive engagement. Use ProProfs Quiz Maker to create a quiz based on the blog topic and share it on your social channels.

Create Quizzes With Free Quiz Templates

• Experiment with different headlines and thumbnails: 
  • Action: A/B test different titles and create interactive popups via Picreel to measure the effectiveness of different headlines.
  • How to accomplish: Analyze user responses to various headlines through tools like Qualaroo or Picreel and adjust accordingly for future content promotions.

A/B Test Your Popups With Picreel

3. Engaged Session Rate

Customer Journey Stage: Awareness

What It Is: Engaged Session Rate is the percentage of sessions where users actively engaged with your website or content. It’s calculated as 1 minus the Bounce Rate (sessions where users only viewed one page). Unlike bounce rate, which only counts single-page sessions, Engaged Session Rate gives you a clearer view of how many users interact with your content.  How to Calculate: Google Analytics now tracks Engaged Sessions. The report is available under Behavior > Engagement. Why It Matters: A high Engaged Session Rate indicates that your visitors are interacting with your content, which is a better indicator of interest and potential conversion. How to Improve It:

• Ensure your page loads quickly:
  • Action: Minimize image sizes, optimize scripts, and leverage browser caching to improve page load time.
  • How to accomplish:  Optimize images and interactive elements on your ProProfs Knowledge Base pages for faster load times, and use Qualaroo to create website surveys that are light on resources.

Check Out Qualaroo’s Free Survey Templates

• Improve content relevance and readability:
  • Action: Simplify complex content and break it up with headings, bullet points, and images to make it more readable.
  • How to accomplish: Use readability scoring tools like Hemingway App or Grammarly to ensure the content is digestible. Additionally, design your content to be skimmable, especially for mobile users.

• Add clear CTAs to encourage further navigation: 
  • How to accomplish: Create attractive and actionable CTAs that pop up based on user behavior or scroll depth.

4. Average Engagement Time per Session

Customer Journey Stage: Consideration

What It Is: Average Engagement Time per Session tracks how long users actively engage with your site during a session rather than just how long they stay on a page. Average Engagement Time is a better metric to measure than only Time on the Page because it considers user interactions, not just how long the page is open. How to Calculate: Track this in Google Analytics under the Engagement tab. Google now focuses on tracking Engagement Time per session as a key metric. Why It Matters: Longer Average Engagement Time typically indicates that your content is resonating with users, leading to higher chances of conversion. How to Improve It:  

• Add engaging elements like videos, infographics, and interactive content:
• • Action: Regularly incorporate interactive elements, like polls, quizzes, and interactive product demos.
  • How to accomplish: Use tools like Quiz Maker to build interactive forms, quizzes, and polls that users can engage with, keeping them on the page longer.
• Use compelling introductions to keep readers interested:
• • Action: Start content with a hook that teases valuable insights or an intriguing story, motivating the user to stay engaged.
  • How to accomplish: Analyze high-performing articles or videos and model your introduction structure after those. Create teaser content like asking an interesting question or highlighting a problem you’ll solve in the article.
• Improve readability & skimmability with shorter paragraphs and bullet points:
• • Action: Break up long-form content into smaller, digestible pieces and utilize visuals to support your message.
  • How to accomplish: Use formatting tools in your CMS like WordPress to structure your articles with headings, subheadings, and bulleted lists to improve user experience and readability.

5. Video Completion Rate

Customer Journey Stage: Consideration

What It Is: The video completion rate tracks the percentage of audiences who watch a video from beginning to end, helping measure how effectively your video content retains attention. This metric is tracked on platforms like YouTube, Vimeo, or Wistia. You can also measure completion rates using your video hosting platform’s analytics. How to Calculate: Video Completion Rate = (Video Completions / Video Starts) × 100 Example: If you had 1,000 video starts and 700 completions, the completion rate would be: 700 / 1,000 = 70% Leverage ProProfs Video Completion Rate Calculator to gauge the effectiveness of your video content.

 Calculate Your Video Completion Rates

Why It Matters: This metric reflects the effectiveness of your content in holding the viewer’s interest. High completion rates suggest your content resonates well with the audience, which can help you move them further down the funnel. How to Improve It:  

• Craft compelling video intros to grab attention:
• • Action: Start videos with a hook that promises value or outlines the main takeaway for the viewer.
  • How to accomplish: Use ProProfs Training Maker to integrate videos, quizzes, and interactive content into your courses, keeping users engaged for longer periods.

Create Free Training Courses With Prebuilt Templates

• Keep videos concise and focused on delivering value:
• • Action: Shorten your videos to keep them focused and concise. Avoid lengthy explanations and focus on the key takeaway.
  • How to accomplish: Plan and edit video scripts that focus solely on the most important message. Use video editing tools to trim irrelevant parts, keeping the video concise.
• Ensure the video content aligns with the viewer’s expectations and your CTA:
• • Action: Align your video content with what users expect and always include a call to action (CTA) that tells them what to do next.
  • How to accomplish: Perform audience research and use tools like Qualaroo to understand what topics your audience is interested in. Always close videos with a clear CTA, like “Sign up for more tips” or “Learn more here.”

6. Click-Through Rate (CTR)

Customer Journey Stage: Awareness / Consideration

What It Is: CTR measures the percentage of website/ad visitors who click on a link, ad, or call-to-action (CTA) compared to the total number of people exposed to it. In essence, it tracks how effective your content, ads, or links are at prompting users to take the next step and engage more deeply with your brand. How to Calculate: CTR = (Total Clicks / Total Impressions) × 100 For example, if 1,000 people see an ad and 50 click on it, the CTR is: (50 / 1000) × 100 = 5% Use ProProfs Click-Through Rate Calculator to see how clickable your ads and web pages are.

 Calculate Your CTR

Why It Matters: CTR matters because it directly reflects how compelling your content is. If your CTR is low, it could indicate that your ad, link, or CTA isn’t engaging enough or that the audience you’re targeting isn’t interested. A high CTR, on the other hand, means your messaging is resonating, and people are curious enough to click through to learn more. How to Improve It:  

• Revise your headlines:
• • Action: Create attention-grabbing headlines that clearly indicate value and create curiosity.
  • How to accomplish: Use headline analysis tools like CoSchedule Headline Analyzer to find the most compelling ways to phrase your titles. A/B test different headline styles and assess which ones perform best.
• Ensure your targeting is spot-on to reach the right audience
• • Action: Clearly target your audience and communicate what the user will gain by clicking. Whether it’s a discount, exclusive content, or a free trial, clarify what’s in it for them.
  • How to accomplish: Utilize Qualaroo NudgesTM or Picreel to segment your audience based on behavior and preferences. You can also create targeted email campaigns with personalized CTAs, ensuring your content reaches users who are most likely to engage.

Check Out Picreel’s Free Popup Templates

7. Average Session Duration

Customer Journey Stage: Consideration

What It Is: Average session duration tracks how much time, on average, users stay on your site during a single session. This metric shows the overall engagement of users with your site’s content and can help you understand how effectively your site retains visitors. The more time visitors spend on your site, the more likely they will be interested in your offerings. How to Calculate: Average Session Duration = Total Duration of Sessions / Total Number of Sessions Example: If users spend a total of 2000 minutes on your site across 400 sessions, the average session duration is: 2000 minutes / 400 sessions = 5 minutes Use ProProfs Average Session Duration Calculator to measure how long visitors stay on your site in each session.

Check Your Avg. Session Duration

Why It Matters: The longer users stay on your site, the more likely they are to engage with multiple pages, leading to higher chances of conversions. A short duration may indicate that users aren’t finding what they’re looking for. How to Improve It:  

• Ensure easy navigation to encourage visitors to explore more pages
• • Action: Simplify your site navigation to make it easy for users to explore further.
  • How to Accomplish: Leverage ProProfs Knowledge Base to create easy-to-access resources such as FAQs, guides, and tutorials. Adding these resources to your website increases user engagement and encourages them to visit more pages.

Use This Knowledge Base Template

• Offer valuable content that prompts users to explore more
• • Action: Create content that draws users deeper into your site.
  • How to Accomplish: Use ProProfs CourseNinja to offer valuable educational content and resources that users will want to explore further. Ensure that each piece of content links to additional relevant material, keeping users engaged for longer.
• Improve site speed and user experience
• • Action: Enhance the overall user experience to reduce bounce rates and encourage users to stay longer.
  • How to Accomplish: Use ProProfs Help Desk to address any user issues quickly. Prompt support responses can prevent frustration, thus helping to keep users engaged longer.

8. Pages Per Session

Customer Journey Stage: Consideration

What It Is: Pages per session tracks how many pages a visitor checks out during a single session. This metric helps gauge how effectively your website engages visitors and convinces them to explore other areas of your site. How to Calculate: Pages Per Session = Total Pages Viewed / Total Sessions Example: If users view a total of 800 pages over 400 sessions, the pages per session is: 800 pages / 400 sessions = 2 pages per session Use ProProfs Pages Per Session Calculator to track how many pages a user views per session.

Measure Pages Viewed

Why It Matters: This metric shows how deeply users interact with your content. Higher pages per session indicate that users are engaged and exploring multiple parts of your site, which is a good sign of interest. How to Improve It:  

• Add internal links to send users to other relevant content
• • Action: Include internal links within your content to direct users to more relevant pages.
  • How to Accomplish: Create in-depth articles that interlink to each other. By embedding internal links, users can easily explore more content, increasing the pages per session.
• Use compelling popups that encourage users to continue exploring
• • Action: Create clear and attractive popups that encourage further exploration of your site.
  • How to Accomplish: Leverage Picreel Popups to display targeted calls to action encouraging users to visit more pages on your site. For example, show them a popup offering related content or a special discount if they explore additional pages.

Use This Free Popup Template

• Ensure your site offers diverse content types (blogs, product pages, resources)
• • Action: Ensure you provide different types of content to cater to varying interests, encouraging users to explore multiple areas.
  • How to Accomplish: Use ProProfs WebinarNinja to host webinars on various topics related to your business. After the webinar, offer users links to related blog posts, product pages, and resources, encouraging them to dive deeper into your content. 

If you’re new to webinars, explore this automated webinar challenge by Omar Zenhom, founder of WebinarNinja.

Join the Free Webinar Challenge

9. Conversion Rate

Customer Journey Stage: Decision

What It Is: Conversion rate tracks the users who complete a desired action on your site, like filling out a form, making a purchase, or subscribing to a service. This is one of the most important metrics for determining how effectively your website turns visitors into leads or customers. How to Calculate: Conversion Rate = (Total Conversions / Total Visitors) × 100 Example: If 1000 visitors come to your site and 50 make a purchase, the conversion rate is: (50 / 1000) × 100 = 5% Use ProProfs Conversion Rate Calculator to calculate the percentage of users who take a desired action on your site.  

Calculate Your Conversion Rate

Why It Matters: Conversion rate directly indicates your website’s effectiveness in achieving business goals. A higher conversion rate means you’re successfully motivating visitors to take action. How to Improve It:  

• Optimize your landing pages for clarity and simplicity
• • Action: Simplify your landing pages to make them more focused on conversion.
  • How to Accomplish: Use Qualaroo to set up exit-intent surveys or on-page feedback surveys to gather insights from visitors on your landing pages. Use this feedback to identify areas of improvement, such as simplifying messaging or adjusting CTAs, which will enhance the page’s clarity and encourage more conversions.

Create Your Own Free Exit Surveys With Qualaroo  

• Use case studies, testimonials, or reviews to build trust and encourage conversions
• • Action: Leverage social proof to increase conversions.
  • How to Accomplish: Use Qualaroo to collect real-time customer feedback and reviews. Highlight these insights as testimonials on your landing pages, providing potential customers with social proof that will help drive conversions.

10. Churn Rate

Customer Journey Stage: Decision / Retention

What It Is: The churn rate tracks the customers who stop using your product/service within a given period. It’s quite important for subscription-based businesses or services that rely on recurring revenue. A high churn rate signals dissatisfaction and can indicate a loss of customer loyalty. How to Calculate: Churn Rate = (Customers Lost / Total Customers at Start of Period) × 100 Example: If you start with 500 customers and lose 50 in a month, the churn rate is: (50 / 500) × 100 = 10% Use our Churn Rate Calculator to track how many of your users leave or unsubscribe.

Monitor Your Churn Rate

Why It Matters: The churn rate is vital because it directly impacts revenue and growth. Reducing churn means retaining more customers, which is more cost-effective than acquiring new ones. How to Improve It:  

• Regularly collect customer feedback and act on it
• • Action: Collect feedback at key touchpoints to identify areas where customers might be experiencing issues.
  • How to Accomplish: Use Qualaroo to survey your customers regularly, specifically asking for feedback on what they like, dislike, and where improvements could be made. Implement changes based on the feedback to reduce churn.

Use Qualaroo’s Free NPS Survey Template to Reduce Churn  

• Provide high-quality customer service and continuous value
• • Action: Offer exceptional customer service to increase satisfaction and reduce churn.
  • How to Accomplish: Utilize ProProfs LiveChat to provide immediate responses to customer issues, ensuring that users receive the help they need in real-time. This fosters customer satisfaction and encourages retention.

Download ProProfs Chat Now  

• Offer retention incentives, such as discounts or loyalty programs
• • Action: Provide incentives to customers to stay loyal and continue using your service.
  • How to Accomplish: Use BIGContacts CRM to create and manage personalized retention strategies, offering discounts or loyalty points to customers who reach certain milestones or continue subscribing to your service.

11. Customer Retention Rate

Customer Journey Stage: Retention

What It Is: Customer retention rate measures the percentage of customers who continue doing business with you over a specified period. This metric is vital for understanding how loyal your customers are and how well your brand keeps them engaged after their initial purchase. How to Calculate: Retention Rate = ((E – N) / S) × 100 Where: E = total customers at the end of the period N = total new customers during the period S = number of customers at the start of the period Example: If you start with 1000 customers, gain 300 new customers, and end with 700 customers, the retention rate is: ((700 – 300) / 1000) × 100 = 40% Use ProProfs Customer Retetion Rate Calculator to measure the percentage of users who continue interacting with your brand over time.

Track Your Retention Rates

Why It Matters: A high retention rate means customers are satisfied with your product and service, leading to repeat business and long-term revenue. How to Improve It:  

• Focus on providing exceptional post-purchase support
• • Action: Ensure customers have access to the support they need after making a purchase.
  • How to Accomplish: Use ProProfs Help Desk to offer seamless post-purchase support. Ensure that customers have quick access to the help they need, whether through live chat or knowledge base resources.
• Offer loyalty programs or rewards for repeat customers
• • Action: Create incentives to reward repeat customers and keep them coming back.
  • How to Accomplish: Utilize BIGContacts CRM to set up automated loyalty programs. Reward customers with discounts, early access to new products, or special offers as they continue to engage with your brand.

• Stay engaged through email marketing, product updates, and surveys
• • Action: Keep customers engaged by sending them relevant updates.
  • How to Accomplish: Use ProProfs Survey Maker to send satisfaction surveys and feedback requests on mail, and use ProProfs Quiz Maker to engage them with fun, personalized quizzes based on their interests. This helps maintain an ongoing connection with customers.

Create Customer Satisfaction Surveys to Retain Your Customers

12. Active Users

Customer Journey Stage: Retention

What It Is: Active users measure the amount of unique users who engage with your service or product within a given period. Depending on your business model, this can refer to daily active users (DAU), weekly active users (WAU), or monthly active users (MAU). This metric shows how often customers return and interact with your brand. How to Calculate: Active Users = Number of Unique Users in Period Example: If you track daily active users, and 300 unique users engage with your product today, your DAU is 300. Why It Matters: Active users reflect how sticky your product is and how frequently customers return to engage with it. A high number of active users indicates a strong user base and continued interest in your brand. How to Improve It:  

• Offer consistent value through regular updates and new features
• • Action: Keep users engaged by continually providing them with new features or updates that are useful.
  • How to Accomplish: Use social media platforms to post about regular product walkthroughs or feature updates. These posts can keep your users informed about the latest features, encouraging them to engage more with your platform and increasing active usage.
• Create personalized experiences or recommendations to keep users coming back
• • Action: Personalize the user experience to make each interaction feel relevant and valuable to the user.
  • How to Accomplish: Leverage Qualaroo to create surveys that gather user preferences or behaviors. You can also offer personalized recommendations using Picreel popups, encouraging them to engage more with the platform.

Learn More About Creating Personalized Popups With Picreel

13. Stickiness

Customer Journey Stage: Retention

What It Is: Stickiness is a metric that reflects how frequently users return to your platform. It is typically calculated as the ratio of daily active users (DAU) to monthly active users (MAU). The higher the ratio, the stickier your product is, meaning customers are engaging with it on a regular basis. How to Calculate: Stickiness = (DAU / MAU) x 100 Example: If you have 1000 DAUs and 4000 MAUs, the stickiness is: (1000 / 4000) x 100 = 25% Use ProProfs Stickiness Calculator and measure how often users return to your app or website.

Calculate Stickiness

Why It Matters: Stickiness is an important indicator of customer loyalty and engagement. If users are returning frequently, it means they find value in your offering, which can lead to increased retention and long-term customer relationships. How to Improve It:  

• Improve user experience with seamless interactions
• • Action: Make interactions with your product smooth and effortless to keep users coming back.
  • How to Accomplish: Use ProProfs Knowledge Base to build an online help center that offers easily accessible self-service content. By allowing users to find answers to their queries quickly, you improve their experience and encourage frequent returns to your platform.

• Reward loyalty through gamification or personalized offers
• • Action: Motivate users to keep coming back by offering rewards and creating engaging experiences.
  • How to Accomplish: Use Picreel to create gamified popups and set up loyalty programs or personalized offers based on user activity. Reward frequent users with discounts, exclusive content, or points that can be redeemed for perks, increasing stickiness.

Create Gamified Popups to Increase Stickiness

14. Customer Lifetime Value (CLV)

Customer Journey Stage: Decision / Retention

What It Is: CLV measures the total earnings you can expect from a user over their entire relationship with your business. By learning the CLV, you can determine how much you’re willing to invest in acquiring and retaining customers. It is often used to guide decisions on marketing spend, customer support, and product development. How to Calculate: CLV = Customer Value x Average Customer Lifespan Example: Let’s say a customer spends $100 per month, and on average, they stick around for 2 years. You’d calculate the Customer Lifetime Value like this: CLV = $100 x 12 months x 2 years = $2,400. Use ProProfs Customer Lifetime Value Calculator and see how willing your customers are to invest in your business.

Calculate Your CLV

Why It Matters: CLV lets you learn how much each customer is worth to your business in the long run. A high CLV means that your customer base is valuable, and investments in retention are well worth it. How to Improve It:  

• Focus on customer retention strategies that increase the length of customer relationships
• • Action: Retain existing customers longer to maximize their value to your business.
  • How to Accomplish: Use Qualaroo to regularly check in with customers for product feedback, identifying pain points and addressing them in real time. This helps you keep customers happy and engaged for longer, increasing their lifetime value.

Try Out This Product Feedback Survey Template  

• Offer upsell and cross-sell opportunities to increase average order value
• • Action: Encourage customers to purchase more by offering complementary products or services.
  • How to Accomplish: Use Qualaroo to create surveys that encourage users to upgrade or purchase related products that enhance their experience, boosting CLV. You can also create cross-selling and upselling popups using Picreel to promote your products.

Try Out Picreel’s Free Popup Templates to Increase CLV  

• Enhance customer satisfaction to encourage repeat purchases
• • Action: Continuously improve your product and customer service to increase satisfaction, leading to more repeat purchases.
  • How to Accomplish: Implement ProProfs Chat to ensure fast, helpful customer support. By solving issues quickly and efficiently, users will be more satisfied and more likely to make additional purchases, thus increasing CLV.

15. Customer Satisfaction Score (CSAT)

Customer Journey Stage: Retention / Advocacy

What It Is: CSAT is a simple metric that helps you measure customer satisfaction with a specific interaction, product, or service. Typically, customers rate their satisfaction out of 1 to 5, with 5 being very satisfied. It’s a direct reflection of how happy customers are with their experience. How to Calculate: CSAT = (Total Satisfied Customers / Total Surveyed Customers) × 100 Example: If 40 out of 100 surveyed customers are satisfied with a product, the CSAT score is: (40 / 100) × 100 = 40% Use ProProfs Customer Satisfaction Calculator to see how satisfied customers are with their experiences.

Assess Your CSAT

Why It Matters: CSAT helps identify how well your products, services, and interactions meet customer expectations. A high CSAT score indicates good performance, while a low score highlights areas needing improvement. How to Improve It:  

• Address customer pain points immediately
• • Action: Act quickly on customer feedback to resolve pain points and increase satisfaction.
  • How to Accomplish: Use ProProfs Qualaroo to collect real-time CSAT feedback after every customer interaction. By addressing the concerns immediately, you show customers that their feedback matters, improving overall satisfaction.

• Provide exceptional customer service and support
• • Action: Ensure customers feel heard and supported during their experience with your product.
  • How to Accomplish: Utilize ProProfs Chat to provide customers with immediate and effective support. Quick, personalized responses to their queries will ensure they remain satisfied with your service.
• Continuously monitor feedback and implement changes based on customer needs
• • Action: Regularly collect and analyze CSAT data to identify trends and areas for improvement.
  • How to Accomplish: Use Qualaroo Insights to conduct targeted surveys and analyze CSAT data. Based on the insights, make necessary adjustments to your offerings, ensuring that customer needs are consistently met.

16. Customer Effort Score (CES)

Customer Journey Stage: Retention / Advocacy

What It Is: CES measures how much effort a customer puts into resolving an issue or getting a desired outcome. It is often used to evaluate customer service interactions. The lower the effort required, the better the customer experience. A lower CES often leads to higher customer loyalty. How to Calculate: CES = (Total Sum of Customer Effort Scores) / (Total Number of Responses) Example: If you have 100 responses with a total sum of 800, your CES would be 800 / 100 = 8. Use ProProfs CES Calculator to Track how easy or difficult it is for customers to interact with your product.

Track Your CES

Why It Matters: CES is valuable because it directly correlates with customer satisfaction and loyalty. The easier it is for customers to get what they need, the more likely they are to return and recommend your business. How to Improve It:  

• Offer self-service options like FAQs and troubleshooting guides
• • Action: Reduce the need for customers to contact support by offering self-service options.
  • How to Accomplish: Use ProProfs Knowledge Base to create an extensive library of FAQs and troubleshooting guides. This empowers customers to resolve issues on their own, reducing effort and increasing satisfaction.

• Train customer service reps to provide fast, helpful, and friendly support
• • Action: Ensure your support team is always prepared to help customers with minimal effort on their part.
  • How to Accomplish: Utilize ProProfs Help Desk to track customer inquiries and provide your team with relevant resources to solve issues quickly. Continuous training based on customer feedback will help ensure efficient and friendly support, improving CES.

Explore Help Desk + Knowledge Base Integration

17. Content Shares

Customer Journey Stage: Advocacy

What It Is: Content shares track how often users share your content (like articles, blog posts, or social media updates) on their own networks. This metric indicates how far your message is spreading beyond your immediate audience. How to Calculate: Content Shares = Number of shares across social platforms and websites. Example: If 500 users shared your blog post, the metric would be 500 shares. Why It Matters: Content shares are an incredible indicator of your content’s reach and how much people resonate with it. The more shares you get, the more likely your audience will recommend your content, which can increase brand awareness and advocacy. How to Improve It:  

• Make content valuable and share-worthy (educational, emotional, or entertaining)
• • Action: Create content that adds value to your audience, making it more likely they will share it.
  • How to Accomplish: Create interactive and fun elements related to your content. Design infographics, slideshows, or videos that simplify complex information into digestible and visually engaging formats. Visual content is often more shareable than text-heavy pieces.
• Add social sharing buttons to make sharing easy
• • Action: Make it easy for users to share your content on their social media.
  • How to Accomplish: Add social media sharing buttons to your website. These popups can appear at the right moment, encouraging users to share your content with their network.
• Encourage sharing by adding CTAs like “Share this with a friend!”
• • Action: Prompt users to share content directly by adding clear and attractive CTAs.
  • How to Accomplish: Encourage content sharing by adding eye-catching CTAs like “Share with a friend” or “Spread the word” at key moments. Position these CTAs on content pages, at the end of articles, or in popups to make them more noticeable and actionable.

18. Net Promoter Score (NPS)

Customer Journey Stage: Advocacy

What It is: NPS is one of the simplest ways to measure customer loyalty. It’s based on a single question: “Out of 0 to 10, how willing are you to endorse our service/product to a friend or colleague?” Based on their responses, customers fall into three categories:

• Promoters (9-10): Loyal customers who love and actively recommend your brand.
• Passives (7-8): Neutral customers who are satisfied but not enthusiastic enough to promote.
• Detractors (0-6): Unhappy customers who might churn or even discourage others from using your product.

How to Calculate:

NPS = Percentage of Promoters − Percentage of Detractors For example, if 60% of your respondents are promoters, 10% are detractors, and 30% are passives, your NPS would be: 60 − 10 = 50 Leverage ProProfs NPS Calculator and learn how likely your users are to recommend your brand to others.

Calculate Your NPS

Why It Matters: NPS directly reflects how well you’re keeping customers happy. A high score means your customers love you, while a low score signals work to be done. Plus, it’s easy to track over time and compare across industries. If your NPS is dropping, it’s time to dig into customer feedback and see what needs fixing. How to Improve NPS:  

• Engage with detractors – Find out why they’re unhappy and fix issues
• • Action: Identify the reasons behind negative feedback from detractors and address those issues.
  • How to Accomplish: Use Qualaroo to collect detailed feedback from detractors, focusing on their pain points. Act on their feedback to resolve issues and improve their experience.

Use Qualaroo’s Free NPS Survey Template to Monitor NPS  

• Monitor trends – Track NPS over time to see if improvements are working
• • Action: Regularly monitor NPS to track improvements and ensure your customer experience strategies are working.
  • How to Accomplish: Use Qualaroo to send regular NPS surveys and compare the results over time. Analyze the feedback to identify trends and adjust your strategies accordingly.

7 Benefits of Measuring Customer Engagement

By monitoring engagement metrics, you can spot trends and make smarter decisions that keep your customers happy and loyal. Here’s how it can benefit you:

1. Get a Clear Picture of What Your Customers Really Want

When you track engagement, you start to see clear patterns in customer behavior. This lets you understand what they love and don’t and where you can improve. For example, if you notice a high drop-off during checkout, it’s a clear sign something might not be working. This allows you to optimize that page, smooth out any pain points, and ultimately increase your conversions.

2. Put Your Efforts Where They’ll Matter Most

Customer engagement metrics are a great way to boost your return on investment. When you track which channels and campaigns drive more engagement, you can invest your resources on what’s working. This helps you zero in on the methods and strategies that have the biggest impact, so you’re putting your time and money where it matters most.

3. Make Sure Your Customers Are Loving Their Experience

Metrics like NPS and CSAT are fantastic tools for measuring how customers feel about your brand. These metrics give you direct insights into their experiences, letting you identify pain points and refine your approach. Addressing these issues can improve the overall experience, making customers more likely to stick around and recommend your brand.

4. Fine-Tune Every Step of the Customer Journey

Customer engagement data is also incredibly helpful when mapping your customer journey. These metrics help you identify where customers are getting stuck, where they’re dropping off, or where content might be missing. By pinpointing these gaps, you can improve each touchpoint to create a smoother, more seamless journey from start to finish.

5. Keep Your Customers Coming Back for More

Measuring customer engagement is one of the most effective ways to boost retention. Metrics, such as CLV and Churn Rate, show you which customers might be at risk of leaving. Being equipped with this knowledge can help you create targeted retention strategies to re-engage those customers, making them feel valued and improving their chances of staying loyal for the long term.

6. Make Smarter Decisions Based on Real Data

At the end of the day, customer engagement metrics give you the data you need to make informed decisions. No matter if you’re adjusting your marketing campaigns, optimizing your website, or tweaking your customer service approach, tracking engagement helps you make changes based on what your customers actually want rather than guessing.

7. Set Yourself Up for Long-Term Success

Consistently measuring engagement doesn’t just help in the short term—it lays the groundwork for long-term business growth. By understanding what works and what doesn’t, you’re able to make strategic decisions that drive sustained success. Engagement metrics help you stay on top of what’s important by retaining more customers and refining your product offering.

Customer Engagement Best Practices

Customer engagement is key to building lasting relationships and loyalty with your audience. When done right, it can turn casual customers into passionate brand advocates. Here are some straightforward best practices to keep things fresh and meaningful with your customers:

• Personalize interactions based on customer data.
• Ensure a smooth brand experience across all channels.
• Respond quickly to customer inquiries and feedback.
• Act on feedback gathered through surveys and platforms like Qualaroo.
• Provide valuable content, rewards, and experiences.
• Put your mind and resources on building long-term relationships, not just transactions.
• Analyze engagement metrics to refine strategies.
• Encourage satisfied customers to become brand advocates.
• Automate tasks but maintain a human touch.
• Regularly measure and adjust based on performance.

Begin Knowing Your Customers Better

When you pay attention to the numbers behind their actions, you start to see patterns that tell you what they like, what they don’t, and where you might be losing them.  I’ve witnessed how these insights, especially from tools like Qualaroo, help fine-tune your approach, whether it’s tweaking your website or improving your customer service. It’s all about making smart decisions that keep your customers happy, loyal, and returning for more. So, grab those metrics, start paying attention, and let them guide you to building a brand people love.

FAQs on Customer Engagement Metrics

What’s the KPI for customer engagement?

Customer engagement KPIs track how customers interact with your brand. Key metrics include CSAT, NPS, CES, churn rate, app/website engagement, social media activity, and CLV. These give a clear view of your customer relationships.

How do you calculate customer engagement?

Customer engagement is calculated by analyzing both quantitative data (like website traffic) and qualitative data (like surveys). The goal is to track customer interactions across touchpoints and measure engagement at each stage.

What’s the customer engagement process?

Customer engagement is a continuous cycle: attract customers, engage them through various channels, nurture relationships with valuable content, and turn satisfied customers into brand advocates.

What are the three pillars of customer engagement?

The three pillars are relevance, value, and consistency. Relevance aligns your offerings with customer needs, value delivers worthwhile experiences, and consistency ensures a smooth brand experience across all platforms.

What are the five dimensions of customer engagement?

The five dimensions are: Cognitive engagement – Mental involvement with your brand. Emotional engagement – Feelings toward your brand. Behavioral engagement – Actions customers take. Social engagement – Interactions with the brand and others. Advocacy engagement – Willingness to recommend your brand.