Retention Rate Calculator
Calculate the share of customers you retain over a period.
RETENTION RATE
93.0%
7.0%
Churn rate
930
Retained
Retention rate = (end customers − new customers) ÷ start customers × 100. Subtracting new customers isolates how well you kept existing ones.
What is Retention Rate?
Customer retention rate (CRR) is the percentage of customers you keep over a period, excluding new ones acquired along the way. It's the mirror image of churn and a core loyalty metric.
CRR = (end customers − new customers) ÷ start customers × 100
How to read your result
- Subtracting new customers isolates how well you kept existing ones.
- Retention rate = 100% − churn rate.
- High retention compounds — it's cheaper than constantly replacing churned users.
- Measure over a consistent window (monthly or annual).
Frequently asked questions
How is retention rate calculated?
Take the customers at the end of the period, subtract any acquired during it, divide by the customers you had at the start, then multiply by 100.