Customer Retention & Churn Rate Calculator
See how many of your existing customers stayed over a month, quarter or year.
Use customer counts from the same period. Count unique customers, not orders. Exclude reactivated customers from the ending total and new acquisitions.
Retention rate
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Churn rate
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- Customers retained
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- Customers lost
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Enter all three customer counts to see your results.
The retention formula
Retention = ((ending customers − new customers) ÷ starting customers) × 100
Churn = 100% − retention, for the same starting customer group.
Worked example
Start with 100 customers, acquire 20 and finish with 108. You retained 88 of your original customers: 88% retention and 12% churn. New customers do not count as retained customers.
This measures customer retention, not revenue retention. A higher rate does not necessarily mean higher revenue; compare periods of equal length and investigate changes by customer cohort.
Turn retention insights into action
Review onboarding, repeat purchase journeys and customer feedback to understand why customers leave.
Customer retention services