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Customer Retention Calculator

Estimate retention of starting customers using end-of-period customers and new acquisitions.

Use a consistent reporting periodCheck the calculation below

Your business figures

Runs on your device

METRIC SNAPSHOT

Your result

Let’s calculate.

Use the Calculate button to see your result.

Review the method below for assumptions and conventions.

How to use this tool

  1. Enter customers at start, customers at end, new customers included at end.
  2. Select Calculate to view the result.
  3. Check the method and assumptions below before using the result.

The method, explained

Retention = (ending customers − new customers included at end) ÷ starting customers × 100.

A WORKED EXAMPLE

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.