Client Retention Report | Boulevard Support Center

We're excited to bring you an expanded reporting experience. If you don't see the reporting features described below, don't worry—this updated reporting experience will become available to your account over time.

Resource	Link
Client Retention Report	https://dashboard.boulevard.io/reports/client_retention

Overview

The Client Retention report helps you compare return rates by location to identify where clients are coming back and where there's churn risk. It measures how often clients revisit within 30- to 180-day windows, at both the location and business level, so you can see retention performance on its own terms alongside broader loyalty patterns.

Use this report to evaluate location-level retention, compare how new versus existing clients return differently, and detect churn risk where revisit behavior is declining. It's especially useful for distinguishing location loyalty from business loyalty, since you can compare Business Revisit % against Location Revisit % to see clients the business retained but a specific location lost to another one.

What this report is best used for

Understand when and why to use this report through common use cases, descriptions, and example questions it can help answer in your day-to-day operations.

Use cases	Description	Example questions this report helps answer
Evaluate location-level client retention	Measure how many clients return to the same location within 30–180 days after their visit. Compare retention performance across locations.	Which locations retain the highest percentage of their clients? Which locations struggle most to bring clients back?
Analyze business-level revisit behavior	Track whether clients return to any location in the business, even if they switch locations. Helps assess total client loyalty beyond individual locations.	Are clients returning to the business even if they don’t return to the same physical location? Which locations lose clients to other locations?
Compare new vs. existing client retention by location	Evaluate retention performance differences between new clients and existing clients at each location.	Do new clients return more often to certain locations? Are existing clients showing churn behavior at high-volume or underperforming locations?
Membership overlap insights (optional)	Identify how many clients on membership return to each location, and whether membership engagement correlates with retention outcomes.	Which locations are most effective at retaining membership clients? Does membership usage vary significantly by location?
Detect churn risks across locations	Identify locations with declining revisit behavior or high client loss to other locations.	Which locations are showing signs of churn risk? Where should we focus retention or marketing interventions?

Prerequisites

Before using this report, make sure the following are in place. These directly impact whether you can access the report and how accurate the data will be.

Permissions: You must have the appropriate Data & Reporting permissions enabled to see this report: Client reporting > Client Insights
- If you don’t see the report, check your permissions first - see Reporting Permissions for more information.
Location and Access Scope: What you see in the report depends on your access:
- You’ll only see data for assigned locations
- Row-level access may further limit visible data
- If it looks like data is missing, verify your location assignments and access settings.
Required Setup: For the report to show meaningful data, there must be at least one completed appointment for an existing/returning customer.

Default report configuration

See how the report is structured when first opened. Learn what each field represents, how the data is organized, and which fields can be used to filter results.

Group By (default)

The default fields the report is grouped by when you first open it.

Field name	Definition	Example	Filter?
Location Name	The name of the business location where the client's activity occurred.	McKinney TX	Yes
Client Type	Indicates whether the client is new or existing at the time of their initial visit within the selected period. New = no prior visits before the period start date. Existing = at least one prior visit before the period start date.	Existing to Location	Yes

Columns (default)

The default columns displayed when you first open the report.

Field name	Definition	Example	Filter?
Client Count	Total number of unique clients that had a visit within the date range.	90	No
30-day Business Revisit %	Percentage of clients who revisited the business within 30 days from initial visit.	89.02%	No
60-day Business Revisit %	Percentage of clients who revisited the business within 60 days from initial visit.	75.00%	No
90-day Business Revisit %	Percentage of clients who revisited the business within 90 days from initial visit.	58.03%	No
120-day Business Revisit %	Percentage of clients who revisited the business within 120 days from initial visit.	36.97%	No
30-day Location Revisit %	Percentage of clients who revisited the same location within 30 days from initial visit.	50.00%	No
60-day Location Revisit %	Percentage of clients who revisited the same location within 60 days from initial visit.	74.90%	No
90-day Location Revisit %	Percentage of clients who revisited the same location within 90 days from initial visit.	68.22%	No
120-day Location Revisit %	Percentage of clients who revisited the same location within 120 days from initial visit.	40.38%	No

Customizable fields

Explore the fields you can adjust to tailor the report to your needs. Each field includes a definition, example, and whether it can be used in filtering.

Field name	Definition	Example	Filter?
Location Name	The name of the business location where the client's activity occurred.	McKinney TX	Yes
Client Type	Indicates whether the client is new or existing at the time of their initial visit within the selected period. New = no prior visits before the period start date. Existing = at least one prior visit before the period start date.	Existing to Location	Yes
Client Count	Total number of unique clients that had a visit within the date range.	90	No
30/60/90/120/150/180-day Business Revisit %	Percentage of clients who revisited the business within the defined retention window (30, 60, 90 or 120, 150, or 180 days).	89.02%	No
30/60/90/120/150/180-day Location Revisit %	Percentage of clients who revisited the same location within the defined retention window (30, 60, 90 or 120, 150, or 180 days).	40.12%	No
Client Name	The full name of the client.	Jackie Smith	Yes
Client First Name	The first name of the client.	Jackie	Yes
Service Name	The name of the service associated with the initial visit in the period.	Hydrafacial	Yes
Location Group	The group or cluster the business location belongs to, used for reporting rollups.	West Coast	Yes
Client Age	The age of the client.	35	Yes
Service Category	The category of the service associated with the initial visit in the period.	Facials	Yes
Client Referral Source	The source through which the client was first referred to the business, as recorded in the client profile.	Facebook	Yes
Client Membership Status	The membership status of the client at the time of their initial visit within the selected date range. One of: Active, Paused, Past Due, Canceled, or Not a Member.	Active	Yes
Client Membership Name	The name of the membership plan active at the time of the client’s initial visit within the selected date range, if applicable.	Gold Membership	Yes
Location ID	Unique identifier of the business location where the client's activity occurred.	loc_123	No
Location External ID	External system identifier for the business location, if provided.	EXT-001	No
Client ID	Unique identifier of the client record.	92ss2834-sdd38288-3db3n	No
Client External ID	External system identifier for the client, if provided.	aaf92834-sdd3888-3db3n	No
Client Email Address	The primary email address associated with the client.	email@email.com	No
Client Mobile	The mobile phone number associated with the client.	2125550003	No
Service ID	Unique identifier of the service associated with the initial visit in the period.	92834-sdd3888-3db3n	No
Last Visit Date	The most recent completed visit date for the client across all time, regardless of the selected report date range.	Jul 30, 2026	No
Appointment Count	Total number of distinct appointments completed by the client in the selected date range	2	No
Appointment Service Count	Total number of distinct appointment services completed by the client in the selected date range	2	No
Average frequency of visit	The average number of days between consecutive visits for a client within the selected date range, calculated using actual gaps between visits.	21	No
30/60/90/120/150/180-day Business Revisit Count	Number of clients who revisited the business within the defined retention window (30, 60, 90, 120, 150, or 180 days).	50	No
30/60/90/120/150/180-day Location Revisit Count	Number of clients who revisited the same location within the defined retention window (30, 60, 90, 120, 150, or 180 days).	66.89%	No
Location Tags	Tags associated with the business location.	Southwest	Yes
Client Tags	Tags associated with the client record.	Member	Yes

Report Caveats

There are a few important caveats and limitations to be aware of when using this report. Use these details to better understand how the data behaves and how to interpret it correctly.

Caveats	Details and Impact
Windows are measured from each client's first visit in the period — not from the period end date.	If you select January 1–31, a client who first came on January 5 has their 30-day window close on February 4. A client who first came January 25 has their 30-day window close on February 24. Every client gets exactly 30 days from their own anchor date. The report is not asking "did January clients come back in February?"
A second visit within the selected period counts as a return.	If you select January 1–31, and a client visited January 8 and January 22, the January 22 visit satisfies the 30-day retention window — even though the period hasn't ended yet.
Service Name and Service Category reflect the client's first visit in the period only.	These fields show the service associated with the anchor visit — the first appointment that starts the client's retention window. They do not reflect all services the client received across the period. A client who had a haircut on their first visit and a color treatment on a later visit will show Service Name = Haircut.
Frequency is calculated within the selected date range only — it is not all-time visit cadence.	The frequency is calculated based on the elapsed data between appointment visits within the selected data period, averaged for the client. Use a long enough date range to get a representative frequency reading.
This field is 0 for clients with only one visit in the selected date range.	Average Frequency of Visit requires at least two visits to calculate a gap between them. Clients with a single visit show a 0 value.
New and Existing are based on all-time visit history, not the selected period.	A client is "New" if the selected period contains their very first appointment at the business — ever. A client is "Existing" if they had at least one appointment at the business at any point before the period start date, even if it was years ago. This is a lifetime classification, not a period-relative one.
When grouping by Service Name or Service Category, a client is only counted as retained if they returned for the same service.	If you break down the report by Service Name and look at "Haircut" retention, a client whose anchor visit was a haircut and who returned for a color treatment is not counted as retained in the Haircut row — even though they did come back. They would appear as retained in the Color row if that was also an anchor service.
Last Visit Date is not filtered to the selected date range and is not bounded by the 30/60/90 windows.	Last Visit Date reflects the most recent visit in our system for this client — it is not filtered to the selected date range and is not bounded by the 30/60/90 windows.
The closest membership record to the anchor date is used	The report finds the membership record closest to the anchor date and uses that. If the client was an Active member at the anchor date but has since cancelled, the report shows Active. The field reflects the membership state at the time the retention clock started, not today.

Use Case Example Configurations

Learn how to set up the report for specific scenarios with practical examples. Follow along to create views that answer common questions and support your workflows.

Use case	Description	How to configure the report
Evaluate location-level client retention	Measure how many clients return to the same location within 30–180 days after their visit. Compare retention performance across locations.	Use default configuration. Filters: keep the default anchor window (120 to 90 days ago) or set an older range so the window has matured. Sort by: Location Revisit % descending.
Analyze business-level revisit behavior	Track whether clients return to any location in the business, even if they switch locations. Helps assess total client loyalty beyond individual locations.	Use default configuration. Filters: keep the default anchor window (120 to 90 days ago) or set an older range so the window has matured; Compare Business Revisit % against Location Revisit % per location; the gap is clients retained by the business but lost by that location.
Compare new vs. existing client retention by location	Evaluate retention performance differences between new clients and existing clients at each location.	Use default configuration. Filters: keep the default anchor window (120 to 90 days ago) or set an older range so the window has matured; Compare Location Revisit % between New and Existing rows within each location.
Membership overlap insights (optional)	Identify how many clients on membership return to each location, and whether membership engagement correlates with retention outcomes.	Filters: set Date Range to a matured anchor window. Group by: Location Name, Client Membership Status. Columns: Client Count, Location Revisit %, Business Revisit %. (Status is as of the anchor date, per the caveat.)
Detect churn risks across locations	Identify locations with declining revisit behavior or high client loss to other locations.	Filters: widen Date Range to 6 to 12 months of matured anchor periods. Group by: Location Name, Date Range (month). Columns: Client Count, Location Revisit %, Business Revisit %. Declining Location Revisit % over months, or a widening gap against Business Revisit %, flags the churn risk.