Money & shopping
Customer retention rate
Calculate retained customers after removing newly acquired customers.
A clear answer. Here’s how.
Retained existing customers = end customers − new customers. Retention = retained/start × 100. Requires retained customers between zero and the starting count. Assumes one consistent cohort definition; returning or reactivated customers need consistent classification.
See a worked example
Worked example
A fixed demonstration, separate from the values you enter above.
- Customers at start of period
- 1000
- Customers at end of period
- 1050
- New customers within period
- 100
Example result
- Retained existing customers
- 950
- Retention rate
- 95%
- Existing customers lost
- 50