GLOSSARY
Rebill / Retention Rate
What is Rebill / Retention Rate?
DefinitionRebill rate is the percentage of subscription customers who continue to subsequent orders - the metric that turns a break-even first order into a profitable customer.
Formula
Rebill rate = Subscribers renewing ÷ Subscribers due to renewPer DTC subscription benchmark data, churn runs 6.5–7.1%/month and 60–70% of subscribers cancel between orders 1 and 3, so a health brand’s economics live or die on orders 2–4, not the acquisition. For a supplement brand acquiring subscribers at a $75 CAC (inside the $40–110 blended range across AdBoost Health partner accounts) on a $55 first order, the first transaction loses money and profit only arrives at rebill two or three. That makes dunning for failed payments, order-two incentives, and cancellation-flow saves part of acquisition economics, not optional retention extras.
Related terms
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