Customer Retention Rate

Measure what percentage of customers your business keeps over a period — the flip side of churn, vital for SaaS and subscription models.

Calculate Retention Rate

Customers at Start of Period

Customers at End of Period

New Customers Acquired

Time Period

Results

Retention Rate:

Customers Retained:

Customers Lost:

Churn Rate:

Performance Rating:

Customer Breakdown

Retained Customers

Lost Customers

Retained

Lost

New

Final

Industry Benchmarks

How It's Calculated

Customer Retention Rate Formula

Retention Rate = ((End Customers - New Customers) / Start Customers) × 100

Key Terms

Start Customers: Number of customers at the beginning of the period
End Customers: Number of customers at the end of the period
New Customers: Number of customers acquired during the period
Retained Customers: End customers minus new customers
Churn Rate: Percentage of customers lost (100% - Retention Rate)

Tips for Improving Retention

Best Practices:

Provide excellent customer service
Regular customer feedback collection
Implement loyalty programs
Personalize customer experiences

Warning Signs:

Declining retention rates over time
High customer acquisition costs
Increased customer complaints
Longer response times to issues

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