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 tell you the 18 best customer engagement metrics you must track in 2025 and how to measure customer engagement effectively.

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.

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 figure out a customer’s engagement score, you look at things like:

• How often do they use your product?
• How deeply do they use it? (how many features or how much of the service they explore).
• What actions do they take? (like clicking on things, making purchases, or leaving reviews).
• How do they interact with your site or app? (like how many pages they visit or how long they stay).

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.
• Provide value that encourages deeper use of your service.
• Engage with your customers through personalized messaging, emails, or offers.

2. Views

Customer Journey Stage: Awareness

What It Is: Views are the total number of times your content—a page, blog post, video, or ad—has been seen by users. It’s a basic yet crucial metric that shows how far your content has traveled across your audience.

How to Calculate:  Views are typically tracked automatically by your analytics platform (Google Analytics, for example). If your page has been viewed 1,000 times in a given period, you have 1,000 views.

Why It Matters: High views mean your content is reaching a large audience, but it doesn’t always indicate engagement. Tracking views alongside other metrics (like session duration and conversions) provides better insights into actual customer interest.

How to Improve It: 

• Use SEO to improve organic visibility.
• Promote content through email and social media.
• Experiment with different headlines and thumbnails.

3. Bounce Rate

Customer Journey Stage: Awareness

What It Is: Bounce rate refers to the percentage of visitors who land on a page and leave without interacting further—meaning they don’t click on other pages or take action. This metric applies to single-page visits, so if a user comes to a landing page and immediately exits without exploring more, it counts as a “bounce.”

How to Calculate:

Bounce Rate = (Single Page Sessions / Total Sessions) × 100

If a website has 10,000 total sessions and 3,500 of those sessions were single-page sessions, then the bounce rate is:

3,500 / 10,000 = 35%

Use the ProProfs Bounce Rate Calculator to track the percentage of visitors who leave your site after viewing only one page.

CTA: Analyze Your Bounce Rate

Why It Matters: Bounce rate is important because it can give you an early warning sign of user disengagement. If visitors quickly leave your site, it may mean your content or website experience isn’t up to par. A high bounce can indicate that your website isn’t providing enough value or isn’t what the user was hoping for.

How to Improve It:

• Ensure your page loads quickly.
• Improve content relevance and readability.
• Add clear CTAs to encourage further navigation.

4. Average Time on Page

Customer Journey Stage: Consideration

What It Is: This metric tracks how long users were on a particular page of your website, indicating how engaging or valuable that page is. If users spend good enough time on a page, it suggests they’re reading or interacting with your content. Conversely, if the time is very short, it could mean that they didn’t find what they were looking for.

How to Calculate:

Average time on page = Total Time On Page / (Total Page Views – Number Of Exits)

Example: For instance, if a visitor spent a total of 45 seconds on your page, and the difference after subtracting is 5, you can calculate it like this:

45 seconds ÷ 5 = 9 seconds

Use ProProfs Average Time on Page Calculator to assess how long users stay on your web pages.

CTA: Measure Your Average Time on Page

Why It Matters: Average time on the page is extremely important for understanding user engagement with your content. The more time users spend on your pages, the more likely they are to be interested in what you offer, increasing the chances of them converting into customers or taking another meaningful action.

How to Improve It:

• Add engaging elements like videos, infographics, and interactive content.
• Use compelling introductions to keep readers interested.
• Improve readability & skimmability with shorter paragraphs and bullet points.

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.

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.

CTA: 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.
• Keep videos concise and focused on delivering value.
• Ensure the video content aligns with the viewer’s expectations and your CTA.

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.

CTA: 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. 
• Use strong CTAs. 
• Make sure your offers are clear and valuable. 
• Ensure your targeting is spot-on to reach the right audience.

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.

CTA: 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.
• Offer valuable content that prompts users to explore more.
• Improve site speed and user experience.

38. 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.

CTA: 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.
• Use compelling CTAs that encourage users to continue exploring.
• Ensure your site offers diverse content types (blogs, product pages, resources).

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.

CTA: 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.
• Improve CTAs and ensure they are visible and compelling.
• Use case studies, testimonials, or reviews to build trust and encourage 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.

CTA: 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.
• Provide high-quality customer service and continuous value.
• Offer retention incentives, such as discounts or loyalty programs.

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.

CTA: 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.
• Offer loyalty programs or rewards for repeat customers.
• Stay engaged through email marketing, product updates, and surveys.

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.
• Provide excellent customer support to encourage users to stay engaged.
• Create personalized experiences or recommendations to keep users coming back.

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.

CTA: 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.
• Introduce new features or content regularly to keep things fresh.
• Reward loyalty through gamification or personalized offers.

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.

CTA: 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.
• Offer upsell and cross-sell opportunities to increase average order value.
• Enhance customer satisfaction to encourage repeat purchases.

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.

CTA: 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.
• Provide exceptional customer service and support.
• Continuously monitor feedback and implement changes based on customer needs.

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 = Average Score from Customer Feedback

Example: If customers rate the ease of interaction with customer service on a scale of 1 to 7, and the average score is 5, then the CES is 5.

Use ProProfs CES Calculator to Track how easy or difficult it is for customers to interact with your product.

CTA: 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:

• Streamline processes to make customer service interactions quick and simple.
• Offer self-service options like FAQs and troubleshooting guides.
• Train customer service reps to provide fast, helpful, and friendly support.

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).
• Add social sharing buttons to make sharing easy.
• Encourage sharing by adding CTAs like “Share this with a friend!”

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.

CTA: 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.
• Reward loyal customers – Offer incentives for referrals.
• Monitor trends – Track NPS over time to see if improvements are working.

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.

Learn More About 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.