Measure the percentage of customers who continue using your product over a given period.
Customers at Start of Period
Customers at End of Period
New Customers Acquired
Choose the period and population you want to measure, such as users, customers, employees, or members.
Enter the starting population and the number retained at the end of the period.
Run the calculator to get the retention rate percentage.
Compare the result against prior cohorts, churn rate, and business-specific retention benchmarks.
01
Shows whether the business is keeping the audience it worked to acquire.
02
Connects product health, customer stability, and recurring revenue quality.
03
Helps identify weak cohorts, onboarding issues, or lifecycle gaps.
04
Gives teams a simple benchmark to track after retention experiments.
Retention rate is the percentage of users, customers, employees, or members who remain active over a selected period. For product teams, it usually measures how many users return after starting.
Use the retained population at the end of the period divided by the eligible starting population, then multiply by 100. The exact inputs depend on whether the page measures customer, user, employee, or member retention.
A good retention rate depends on the business model, product frequency, and customer segment. Subscription and membership businesses usually need consistently high retention to protect recurring revenue.
Retention rate measures the share that stayed. Churn rate measures the share that left. Together they explain whether a customer or user base is becoming more stable.
Measure it at intervals that match the product cycle, such as weekly for high-frequency apps, monthly for SaaS, or annually for memberships.
Improve onboarding, activation, lifecycle messaging, product value delivery, and support quality. Segmenting retention by acquisition source or cohort helps identify where the loss is happening.
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