B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
30
30 -- net promoter score for DTC brands (2026)
An NPS score of 30 or above is considered strong for DTC brands.
- Represents an agency benchmark/healthy range guideline rather than an empirical survey average across all DTC brands.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
30
Unit
Score
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Darkroom
Primary
Tier B
https://www.darkroomagency.com/observatory/customer-retention-metrics ↗
Source Article
12 Customer Retention Metrics + Formulas | Darkroom
RETENTION MARKETING
12 Customer Retention Metrics Every DTC Brand Should Track (With Formulas)
Written by Darkroom leardership
July 22nd, 2026
Customer retention metrics are the KPIs that measure how effectively a business keeps customers, increases their lifetime value, and builds long-term profita…
Original Research
Darkroom
· Original study ↗
Methodology
Agency benchmark threshold.
Methodology documented
Segmentation
IndustryRetail
RoleAll marketers
Cite this stat
Plain Text
DTC brands: 30 net promoter score. Source: Darkroom (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/dtc-nps-benchmark
HTML Embed
<blockquote cite="https://lighthousedata.io/data/dtc-nps-benchmark" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>30</strong> -- net promoter score for DTC brands<br><small>Source: Darkroom (2026) · <a href="https://lighthousedata.io/data/dtc-nps-benchmark" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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