What is customer retention rate?
Customer Retention Rate (CRR) measures the percentage of existing customers a business keeps over a given period, excluding any new customers gained during that same period.
How this calculator works
Enter the number of customers you had at the start of the period, the number you had at the end, and how many new customers you gained during the period. The calculator subtracts new customers from the ending count to isolate retained customers, then divides that by the starting count.
Retention rate is the mirror image of churn rate (Retention % + Churn % = 100%) and is a useful health check for subscription and membership-style businesses. For general business tracking purposes.
Last reviewed August 2026