Customer retention rate calculator
Useful when you know customer counts at the start and end of a period but do not log who left directly.
Loading the tool…
Processing and privacy: The result is calculated inside your browser and your data is not sent to any server.
How to use it
- Enter customers at start, customers at end and new customers during the period.
- The result appears straight away and updates as you edit.
- Copy the result, or copy a link that keeps the same values to share it.
How it is calculated
Retention rate = (customers at end − new customers) ÷ customers at start × 100. Matching churn = 100 − retention rate.
Example
Inputs: Customers at start = 200, Customers at end = 180, New customers during the period = 30. Result: Retention rate: 75%; Matching churn rate: 25%; Customers retained from start: 150.
Limits and caveats
- It does not separate active from dormant customers; it depends on how you define a customer.
- The result covers one period; longer-term retention needs cohort analysis by join date.
Questions about this tool
Why subtract new customers?
They were not there at the start of the period. Counting them inflates the rate and hides who actually left.
How is this different from the churn calculator?
This one starts from start, end and new customer counts. The result equals 100 minus the churn rate for the same period.
What period should I use?
One that fits the buying cycle: a month for monthly subscriptions, a quarter or a year for products bought less often.