Retention Rate Calculator
Calculate retention rate for a period accounting for new customers.
Prefer an explanation? Read the guide.
Tip: you can type commas (e.g., 10,000).
Example
Using the default inputs, the result is:
97%
- Customers at start
- 1,000
- Customers at end
- 1,050
- New customers
- 80
Formula
Retention Rate = (Customers at End − New Customers) ÷ Customers at Start
- Inputs represent the same period (e.g., month, quarter).
FAQ
Can retention rate be above 100%?
Customer retention typically stays ≤100%. If you’re above 100%, double-check inputs or consider revenue retention instead.
How to interpret
Retention vs churn
- Retention is the inverse view of churn for the same period.
- Customer retention differs from revenue retention (NRR/GRR).
- Use consistent period boundaries (start/end) across reports.
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