Work out what share of customers stay across a period, and the churn that is its mirror image.
The retention rate is the share of customers at period start that customers retained at period end represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small. Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
Retention Rate
Retention Rate = Customers retained at period end ÷ Customers at period start × 100
Retention Rate = Customers retained at period end ÷ Customers at period start × 100 The retention rate is the share of customers at period start that customers retained at period end represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small.
Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
This calculator takes 2 inputs: Customers retained at period end, Customers at period start. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.