Customer Retention Rate Calculator
The customer retention rate calculator shows what share of your existing customers you kept over a period, excluding new ones. Free, no sign-up, instant.
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- Benchmarks included
Customer Retention Rate Calculator
Share of existing customers you kept, excluding new ones.
How it's calculated
- Definition
- Customer retention rate (CRR) is the percentage of customers at the start of a period who are still customers at the end.
- Formula
- CRR = ((customers at end − new customers gained) ÷ customers at start) × 100.
- Benchmark
- Above about 90% is strong for B2B subscription businesses; consumer businesses usually run lower. Compare cohorts over time rather than against one figure.
Our take
Retention is the honest growth metric. New sign-ups can make a leaky business look healthy for a long time; this formula removes them so you see the leak.
Improve this number
Loyalty & Rewards software built for this metric:
Related free calculators
- Churn Rate Calculator
Customer churn rate for any period.
- Customer Churn Cost Calculator
Annual revenue lost to churn and the savings from reducing it.
- Customer Lifetime Value (CLV) Calculator
Customer lifetime value and CLV:CAC ratio.
Frequently Asked Questions
What is the customer retention rate formula?
Subtract new customers from customers at the end of the period, divide by customers at the start, and multiply by 100.
Is retention rate just 100% minus churn rate?
Roughly, for the same customers and period. Retention rate is often reported over longer periods and by cohort.