Free customer retention rate and churn rate calculator
See how many starting customers stayed.
Enter your customer counts for one period to calculate retention rate and churn rate. The formulas and a worked example are below.
Your estimate · updates instantly
90.0%
Customer retention rate
- Retained from starting group
- 90
- Lost from starting group
- 10
- Churn rate
- 10.0%
Customers added includes new and returning customers; only the starting cohort counts as retained.
Use whole-customer counts from the same period. New and returning customers added during the period are not counted as retained from the starting group.
This calculator uses only the values entered here. Editing inputs does not send them to a server.
Customer retention rate formula
Retention rate is the share of customers you had at the start of a period who are still customers at the end. Customers you added during the period are removed so they do not inflate the result.
Retention rate = (customers at end − customers added) ÷ customers at start × 100
Example only, not a benchmark
- 100 customers at the start, 110 at the end, 30 added during the period.
- Retained from the starting group: 110 − 30 = 80.
- Retention rate: 80 ÷ 100 = 80%.
Churn rate formula
Churn rate is the opposite measure: the share of starting customers you lost. Retention rate and churn rate add up to 100% for the same period.
Churn rate = customers lost from the starting group ÷ customers at start × 100
Same example
- Lost from the starting group: 100 − 80 = 20.
- Churn rate: 20 ÷ 100 = 20%.
Use the same time period for every input, such as a month, quarter, or year, so you can compare it with the next period.
Customer retention rate calculator questions
Use your own records and assumptions. Examples are illustrative and results are not guarantees.
- How do I calculate customer retention rate?
- Subtract customers added during the period from customers at the end, then divide by customers at the start and multiply by 100. Count the same time period for each input.
- How do you calculate churn rate?
- Subtract retained starting customers from customers at the start, then divide by customers at the start and multiply by 100. Retention and churn add to 100% when the starting count is above zero.
- Why are customers added subtracted from the ending count?
- New and returning customers can increase the ending count, but they are not part of the starting customer group being measured for retention.
- What is the retention rate formula?
- Retention rate = (customers at end − customers added) ÷ customers at start × 100. Churn rate = (customers lost from the starting group) ÷ customers at start × 100, which equals 100% minus retention.
- What is a good customer retention rate?
- It depends on your service, how often customers need it, and how you count customers. Measure your own rate for the same period each time and watch the trend. Improving your own number matters more than matching someone else's.
- What if I had zero customers at the start?
- A retention or churn percentage cannot be calculated from a zero starting group, so the calculator explains the result without showing a misleading percentage.
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