Retention Rate
Retention measures the percentage of customers who remain active from the start to the end of a period. Formula: Retention = Customers at end ÷ Customers at start × 100%.
Inputs
Enter customers at the start and end of the period.
Summary
Retention and churn for the cohort.
Retention
96.0%
Churn
4.0%
Notes
- Exclude new acquisitions when computing retention for existing cohorts.
- Complement with revenue retention for a full picture.