Polyamidoamine epichlorohydrin (PAAE) is a permanent wet strength resin used in papermaking. When applied to paperboard, some amount of resin is retained in the sheet, and some is lost to the white water. The papermaker usually knows the amount of PAAE charged to the pulp but has no idea how much chemical is retained in the sheet. In addition, the influence of PAAE dosage, freeness, zeta potential, and pulp kappa number variability on PAAE retention is not well understood. Factorial design experiments using unbleached and bleached softwood (loblolly pine) kraft pulps were conducted to understand the factors that affect PAAE retention. The results revealed that PAAE retention, wet tear index, and tensile index not only depended on the PAAE charged of the pulp but also depended significantly on the pulp freeness. In lieu of freeness, zeta potential data can be used to predict PAAE retention. In addition, at similar freeness, bleached pulp has the highest retention of PAAE compared to low and high kappa unbleached kraft pulps. The results also suggest that lignin may have potential as a wet strength agent.