ClarityHow to use this tool
- Enter customers at start, customers at end, new customers included at end.
- Select Calculate to view the result.
- Check the method and assumptions below before using the result.
Input reference and sample values
Use the units and choices shown for each field. Sample values are provided for practice, not as recommendations.
| Input | Format and units | Sample |
|---|---|---|
| Customers at start | Numeric value. Minimum: 1. | 1000 |
| Customers at end | Numeric value. Zero or positive. | 1100 |
| New customers included at end | Numeric value. Zero or positive. | 150 |
Result for these sample inputs
95 percent
- Starting customers retained
- 950
Select Try the example in the form to load these values and calculate them again. This replaces the current form inputs. Compare the result with the method and worked explanation below.
The method, explained
Retention = (ending customers − new customers included at end) ÷ starting customers × 100.
Starting with 1,000 and ending with 1,100 including 150 new customers means 950 retained, or 95% retention.
What to keep in mind
Use distinct active customer counts. Reactivations, mergers or inconsistent definitions may require a more detailed cohort analysis.
Common questions
Which new customers should I subtract?
Subtract new customers who are included in the ending count, not every acquisition event during the period.
Can customer retention exceed 100%?
Not for this starting-cohort definition. Values above 100% signal inconsistent counts.
Methodology maintained by ClarityKit. How these tools are built and checked.