Business calculator
Free Customer Retention Rate Calculator
Calculate retained customers and customer retention rate over a period.
Customer Retention Rate Calculator
Retention definitions can vary by cohort methodology and the period being measured.
Understand the result
Measure customers retained during a period
Customer retention rate estimates the share of starting customers still retained after removing customers newly acquired during the period from the ending count.
Focused formula
The result uses only the inputs relevant to this business question.
Private in your browser
Values are calculated locally and are not stored or sent anywhere.
Use the calculator
Enter the figures you already have
- 1
Add your inputs
Use the labels and period shown in the form.
- 2
Review the math
Results update as your assumptions change.
- 3
Apply the result
Use it as a planning reference for the next decision.
Retained customers
Retained customers equal ending customers minus new customers acquired. The result depends on consistent customer counting and period boundaries.
Cohort limitations
Businesses may define retention by cohort, contract, activity, or revenue. Use the definition that matches your reporting process.
Worked example
With 1,000 starting customers, 950 ending customers, and 100 new customers, retained customers are 850 and retention is 85%.
Frequently asked questions
Practical questions people ask about this tool
Can retention be above 100%?
This simple customer-count formula is intended for retained starting customers; unusually high results may indicate a mismatch in counts or methodology.
Why subtract new customers?
New customers were not part of the starting group, so they are removed to isolate the starting customers retained.
What if starting customers is zero?
The rate is not calculable because there is no starting cohort denominator.
Is retention the same as churn?
They are related but answer different questions; retention counts starting customers kept, while churn counts customers lost.
Related tools
Related business tools
Customer Churn Rate Calculator
Calculate customers lost.
Customer Lifetime Value Calculator
Estimate customer lifetime value.
Customer Acquisition Cost Calculator
Calculate spend per new customer.
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