🚀 SaaS Metrics

Customer Retention Rate Calculator

Calculate monthly and annual customer retention rate. Free CRR calculator for SaaS and subscription.

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What This Calculator Tells You

Customer retention rate (CRR) measures what share of the customers you had at the start of a period are still with you at the end. It deliberately ignores the new customers you won along the way, so strong sales cannot hide a leaky product.

Enter customers at the start and end of the period and how many new customers you added. The calculator returns your retention rate and the implied churn.

What to Enter

Customers at start — active, paying customers on the first day of the period.
Customers at end — active customers on the last day, including the new ones.
New customers acquired — customers who joined during the period. These are subtracted so only existing customers are measured.

Worked Examples

1. A monthly SaaS

Starts with 400 customers, ends with 430, and added 60 new ones during the month.

Enter 400, 430, 60 → (430 − 60) ÷ 400 = 92.5% retention, 7.5% churn.
Customer count went up by 30, yet the business lost 30 existing customers — that is the problem this metric exposes.

2. An e-commerce subscription

2,000 subscribers at the start of the quarter, 2,100 at the end, 300 new.

(2,100 − 300) ÷ 2,000 = 90% quarterly retention.

3. An agency measured annually

150 retained clients in January, 160 in December, 25 won during the year.

(160 − 25) ÷ 150 = 90% annual retention — strong for a services business.

How It’s Calculated

CRR = ((Customers at End − New Customers Acquired) ÷ Customers at Start) × 100.

How to Read Your Result

Monthly CRR of 95%+ is healthy for most SMB subscriptions; enterprise SaaS often sits above 98%.
Annual retention above 85–90% is good for B2B; consumer subscriptions are commonly 50–70%.
Retention + churn = 100% only for the existing-customer cohort, which is exactly what this formula measures.
Next step: pair it with revenue retention (NRR) — keeping customers who downgrade is not the same as keeping revenue.

Common Mistakes to Avoid

Forgetting to subtract new customers. End ÷ start without removing new sign-ups gives a growth rate, not retention.
Comparing different period lengths. 90% quarterly and 90% annual retention are very different results.
Counting paused or delinquent accounts as retained. Decide a consistent definition of 'active' and stick to it.
Using it alone for pricing decisions. Retention by customer count can rise while revenue retention falls.

Built and maintained by GenAlpha Tools Editorial. Uses the standard published formula shown above. How we calculate · Report an error

When to Use This Calculator

Check whether onboarding or support changes keep more customers.
Compare retention across plans, channels or customer cohorts.
Report retention to investors alongside churn and NRR.
Estimate realistic customer lifetime for LTV calculations.

Frequently Asked Questions

What is the formula for customer retention rate?

CRR = (customers at end − new customers) ÷ customers at start × 100.

Is retention rate the same as 100% minus churn?

For the same cohort and period, yes. This calculator shows the implied churn next to the retention rate for that reason.

What is a good customer retention rate?

It varies by industry. Many B2B software companies aim for 90%+ annually; subscription boxes and consumer apps often retain far less. Track your own trend first.

Should I measure retention monthly or annually?

Monthly is better for spotting problems quickly; annual is what investors and benchmarks usually quote. Many teams track both.

Do you store the values I enter?

No. All calculations happen in your browser. Your data never leaves your device.

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