PALLAS / CALCULATOR
Customer Retention Rate Calculator
Calculate how much of the starting customer cohort remained after removing newly acquired customers from the ending count. Net customer growth is shown separately from retention.
INPUT
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Method & formula
Retention first removes customers acquired during the period from the ending total. The remaining customers are treated as members of the starting cohort that were retained, then divided by the starting customer count.
- Retained customers = customers at end - new customers acquired
- Retention % = retained customers / customers at start * 100
- Net customer change % = (customers at end - customers at start) / customers at start * 100
Example
Starting with 1,000 customers, ending with 1,250 and adding 300 new customers means 950 of the original cohort remained: 95% retention, while the total customer base still grew 25%.
Sources & standards
FAQ
Why subtract new customers?
Retention measures the starting cohort. New customers increase the ending total but were not part of the cohort available to retain at the start.
Can retention and customer growth move in different directions?
Yes. A business can lose part of its starting cohort while acquiring enough new customers for the total customer base to grow.