Enter customers at the start of a period and how many of that group stayed. You get retention, implied churn, compounded annual retention, and a rough lifetime.
The tool is at form.ms/tools/retention-rate-calculator.
1. Open the calculator
Go to the Retention Rate Calculator. Retention is customers retained divided by customers at start.
2. Pick a period and enter the cohort
Choose Monthly, Quarterly, or Annual. Type Customers at start and Customers retained. Retained means people who were already in the starting count and remained. Do not add brand-new signups.
3. Read retention and churn
Retention plus churn is 100% for that cohort. Annual retention is the period retention to the power of n (12 for monthly, 4 for quarterly).
Numbers stay in your browser. If you track losses or revenue churn, use the Churn Rate Calculator.
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