Free business tool

Customer Retention Calculator

Calculate customer retention rate, churn rate and repeat customer rate from a few simple numbers. Nothing you enter is sent or saved.

Enter your customer numbers

Customers at start of periodHow many customers you had when the period began.Customers at end of periodHow many customers you had when the period ended.New customers acquiredCustomers who were new during the same period.Customers who purchasedUnique customers who made at least one purchase.Customers who purchased more than onceUnique customers with two or more purchases in the period.

Your retention snapshot

Customer retention rate

85.0%

Customers retained from the starting group, excluding customers acquired during the period.

Customer churn rate

15.0%

Repeat customer rate

43.8%

85 customers from your starting group remained at the end of the period based on the numbers entered.

How it works

Three simple customer-retention measures

Customer retention rate

Retention rate estimates how much of your starting customer base remained by the end of the period after removing customers acquired during that same period. The calculator uses: ((end customers − new customers) ÷ start customers) × 100.

Customer churn rate

Churn is the other side of retention: the share of the starting customer group that did not remain. A falling churn rate is generally a sign that more customer relationships are surviving.

Repeat customer rate

Repeat customer rate shows what share of purchasing customers bought more than once during the period. For businesses that depend on reorders or repeat services, it is a useful indicator of whether first purchases are becoming ongoing relationships.

Improve retention with ReConnect Read the retention metrics guide