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Customer Retention Rate Calculator

Calculate your customer retention rate over a period using your starting customers, ending customers, and new customers gained.

Your Details

Overview

A customer retention rate calculator helps you measure how many of your existing customers stayed with your business over a chosen period. Enter your starting customers, ending customers, new customers gained, and period length to estimate retention, churn, and overall customer change.

How it works

The calculator estimates retained customers by subtracting new customers gained during the period from your ending customer total. It then divides retained customers by starting customers to calculate your retention rate. Churn rate is calculated from the customers lost relative to the starting customer base, while net customer change compares ending customers with starting customers.

How to use this calculator

  1. 1Enter the number of customers you had at the start of the period.
  2. 2Enter the total number of customers you had at the end of the period.
  3. 3Add the number of new customers acquired during the same period.
  4. 4Enter the length of the period you are measuring.
  5. 5Review your retention rate, churn rate, and customer counts.

Example Calculation

Customers at Start of Period

500

Customers at End of Period

540

New Customers Acquired During Period

80

Period Length

1

Customer Retention Rate

92.0%

If you started with 500 customers, ended with 540, and gained 80 new customers during the month, the calculator estimates 460 retained customers and a retention rate of 92.0%.

Frequently asked questions

What does this customer retention rate calculator estimate?

It estimates the percentage of your starting customers who remained with your business during a selected period.

How is customer retention rate calculated?

Customer retention rate is calculated as ending customers minus new customers, divided by starting customers, then multiplied by 100.

What is the difference between retention rate and churn rate?

Retention rate shows the percentage of customers you kept, while churn rate shows the percentage of starting customers you lost.

Why do I need to enter new customers?

New customers are removed from the ending total so the calculator can estimate how many of your original customers stayed.

Can I use this calculator for monthly or yearly retention?

Yes. You can use it for any period as long as your starting, ending, and new customer figures all cover the same time frame.

Does this calculator measure revenue retention?

No. This version measures customer count retention, not revenue retention or expansion revenue from existing accounts.

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Assumptions and warnings

Assumptions

  • The period start, period end, and new customer figures all refer to the same time frame.
  • New customers are counted separately from retained existing customers.
  • Results are based on customer counts, not revenue, order value, or account size.
  • If ending customers minus new customers is below zero, retained customers are treated as zero for estimation purposes.