---
title: "Penetration"
url: "https://kb.retailsonar.com/en/article/penetration"
language: "en"
last_updated: "2023-03-28T13:08:23.887Z"
---

# Penetration

The Penetration rate is a measure of **how much customers of the total target market are actually customers** at your locations.

Penetration rate = # customers / # total (relevant) inhabitants

When the penetration rate is low (or below a certain cluster threshold), this might indicate a customer [activation](https://kb.retailsonar.com/en/article/activation) issue for which growth activities should be established.