Metric CRMDriver retention · 7 min read
Driver retention and lifetime value: a simple guide for recruiting teams
Hiring counts show who started. Retention shows whether recruiting brought the right drivers for the operation.
What retention checkpoints mean
A 30-day checkpoint shows early fit and onboarding. The 60, 90, and 120-day views show whether that fit continues beyond the first weeks.
Compare like with like
Review retention by source, recruiter, role, carrier, and hiring period. Use enough time for each group to reach the checkpoint before comparing it.
Connect retention to lifetime value
Average driver lifetime value estimates the value created over a driver’s time with the carrier. Use the company’s own financial method, then compare that value with recruiting cost.
Use the result carefully
Retention is shared by recruiting, safety, operations, dispatch, and the driver experience. Use it to ask better questions, not to blame one person for every departure.