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Customer Retention Rate Calculator

Work out retention rate from start, end and new customer counts.

Marketing Tools Reviews Free · no sign-up

New customers are stripped out before the maths, so a strong acquisition month cannot hide weak retention.

Retention rate

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Churn rate—
Customers retained—
Customers lost—

Quick Tool Overview

The Customer Retention Rate Calculator strips new sign-ups out of the maths to show what share of your existing customers stayed, with churn rate, customers retained and customers lost shown alongside.

What it does
Calculates customer retention rate for a period
You give it
Customers at the start, customers at the end, and new customers acquired
You get back
Retention rate %, churn rate, and customers retained or lost
Best for
Seeing past a good acquisition month to the underlying retention
Marketing Tools Free, unlimited use No sign-up Runs in your browser

About the Customer Retention Rate Calculator

Retention rate answers a question a simple headcount cannot: of the customers you had at the start, how many are still with you? Subtracting new sign-ups before the maths is the whole point — otherwise a good acquisition month hides a bad retention one.

Enter your customer count at the start and end of the period along with the new customers acquired during it, and the retention rate appears immediately, with the matching churn rate, the number of customers actually retained and how many were lost.

Key features of the Customer Retention Rate Calculator

New customers excluded

Sign-ups are stripped out so retention is measured honestly.

Churn shown too

The matching churn rate appears alongside the result.

Formula shown

Every step of the calculation is written out underneath the result.

Runs in your browser

No sign-up, no data sent anywhere.

How to use the Customer Retention Rate Calculator

  1. 1

    Enter customers at the start

    The count at the beginning of the period.

  2. 2

    Enter customers at the end

    The count at the close of the same period.

  3. 3

    Enter new customers acquired

    Sign-ups during the period, which are stripped out of the maths.

  4. 4

    Read the retention rate

    Churn, customers retained and customers lost appear alongside.

Frequently asked questions

Retention rate = ((Customers at end − New customers acquired) ÷ Customers at start) × 100. Ending with 1,050 customers after acquiring 260, from a starting base of 900, is a retention rate of about 87.8%.

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