Retention Rate Calculator
Calculate what share of customers you kept over a period, net of new signups.
Retention rate
What it measures
Retention rate is the share of starting customers still with you at the end of a period. New signups are subtracted from the ending count so growth cannot hide churn.
Why it matters
Retention is churn seen from the other side, and it is the number that compounds. Small differences in retention decide long term growth more than acquisition does.
A worked example
Start with 400 customers, end with 420 having added 40: you kept 380 of the original 400, a 95 percent retention rate.
How to read and improve it
Measure retention by cohort, not in aggregate. Aggregate numbers blur where the losses actually happen.
Frequently asked questions
What is a good retention rate?
For B2B SaaS, above 90 percent annually is solid and above 95 is strong. Consumer products run lower.
Why subtract new customers?
Because the question is how many of the original group stayed. New signups answer a different question.
More in SaaS metrics: SaaS CAC Calculator · Customer Lifetime Value Calculator · Churn Rate Calculator
Next stepWant these numbers moving the right way?We run growth for B2B SaaS companies. Book a call and bring your metrics.
Book a call
