How to use the retention rate calculator
Prepare the values for this calculation
Calculate customer retention rate excluding newly acquired customers. Use the formula below to check that it answers your question. Read the input units before transferring figures from a statement, measurement or dataset.
Enter and check each input
- Customers at start: enter a value at least 1e-06. Use the unit named in the label or selected above. Do not leave this required field blank.
- Customers at end: enter a value at least 0. Use the unit named in the label or selected above. Do not leave this required field blank.
- New customers: enter a value at least 0. Use the unit named in the label or selected above. Do not leave this required field blank.
The input table gives a complete example. Keep units and time periods consistent across related fields.
Calculate and resolve any input error
Choose Calculate after entering the values. Changes also update the answer after a short pause. If an error appears, follow its message, correct the field and calculate again. Reset restores the example values.
Interpret the answer
Check Retention rate first. With the unchanged example inputs, it is 90%. Interpret it using the formula and assumptions on this page.
Compare and keep a useful result
For a controlled comparison, keep every other example input unchanged and change Customers at start from 1000 to 1100. The resulting Retention rate is 81.8181818182%. This illustrates the equation’s response to that input, rather than a forecast of real events.
Read the chart’s axis labels and data table. A scenario curve changes one stated input while holding the others fixed; it does not add external observations. Use Download graph to save an available chart as a PNG.
Use Copy result or Download CSV to keep the answer. Share tool shares the page address without placing your input values in the URL. Recheck inputs and assumptions before using the result for a decision.
Retention Rate Calculator formula
Retention = (ending customers−new customers)/starting customers × 100%.
Inputs and units
| Input | Format / range | Example |
|---|---|---|
| Customers at start | minimum 1e-06 | 1000 |
| Customers at end | minimum 0 | 980 |
| New customers | minimum 0 | 80 |
Worked example
Using the example inputs above, the retention rate is 90%.
- Retention rate
- 90%
Results and assumptions
The output uses the retention rate convention and formula shown above. Match the entered units and source assumptions when comparing results.
Rates, fees and tax assumptions are entered values. This calculation does not quote a lender, determine a tax liability or guarantee an investment return.
Fix an input or unexpected result
Customers at start is required. Enter customers at start using the format and bounds in the input table. Zero and an empty field are different: use zero only if it is allowed and represents your data.
If your answer differs from the example, choose Reset and compare every field, including selected units and options. Check percentage versus decimal entry and whether values describe the same period. Round only the final displayed answer when reproducing the formula.
If a discrepancy remains, report the calculator issue with the page address, non-sensitive example inputs, actual result, expected result and a reference for your calculation.