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Customer Retention Rate Calculator

Calculate retention rate from customers at start, end, and new customers acquired. Churn = 100 − retention.

Use the Customer Retention Rate Calculator

Enter customers at start, at end, and new customers acquired. Retention and churn are calculated.

Customer counts

Start, end, and new customers acquired in the period.

Results

Retention rate
74%
Churn rate
26%

Retention = (End − New) ÷ Start × 100. That’s the share of starting customers still with you at period end. If the result is over 100% or under 0%, check that start, end, and new counts are consistent.

What this metric means

Retention rate is the proportion of customers you kept over a period. It’s the flip side of churn; together they describe customer stickiness.

How to improve

Focus on onboarding, product value, support, and reducing friction. Track retention by cohort to see how it changes over customer lifetime.

FAQs

How is retention calculated?▾
Retention = (End customers − New customers) ÷ Start customers × 100. It’s the share of starting customers still with you at period end.
Why subtract new customers?▾
New customers weren’t there at the start, so they’re not “retained.” Subtracting them from the end count gives you the number of starters who stayed.
What if retention is over 100%?▾
That usually means your start/end/new numbers are inconsistent (e.g. new is understated). Double-check the counts.

Related tools

Browse all calculators on NetGrow.

NetGrow

Customer Retention Rate Calculator

Calculate retention rate from customers at start, end, and new customers acquired. Churn = 100 − retention.

Use the Customer Retention Rate Calculator

Enter customers at start, at end, and new customers acquired. Retention and churn are calculated.

Customer counts

Start, end, and new customers acquired in the period.

Results

Retention rate
74%
Churn rate
26%

Retention = (End − New) ÷ Start × 100. That’s the share of starting customers still with you at period end. If the result is over 100% or under 0%, check that start, end, and new counts are consistent.

What this metric means

Retention rate is the proportion of customers you kept over a period. It’s the flip side of churn; together they describe customer stickiness.

How to improve

Focus on onboarding, product value, support, and reducing friction. Track retention by cohort to see how it changes over customer lifetime.

FAQs

How is retention calculated?▾
Retention = (End customers − New customers) ÷ Start customers × 100. It’s the share of starting customers still with you at period end.
Why subtract new customers?▾
New customers weren’t there at the start, so they’re not “retained.” Subtracting them from the end count gives you the number of starters who stayed.
What if retention is over 100%?▾
That usually means your start/end/new numbers are inconsistent (e.g. new is understated). Double-check the counts.

Related tools

Browse all calculators on NetGrow.