Free SaaS Calculators

Retention Rate Calculator

Churnkey's Retention Rate Calculator helps you understand your SaaS business's true retention potential. Calculate your retention rate, uncover areas for improvement, and refine your strategy to foster lasting customer relationships.

Calculate your Retention Rate

Customers at Start of Period

Customers at End of Period

New Customers Acquired

40%

Retention Rate

This shows the percentage of customers who keep using your product or service over time, after adding new customers.

Not sure what churn’s costing you? Get our free metrics.
Understand your churn problem. Everyone gets our churn metrics for free, and we’ll be here when you’re ready to take action.
Churn type breakdown
Churn cohort analysis
Churn rates over time
Cake charts, tables, and more
Revenue vs. logo churn
Historical data analysis
Get Started Free Brown Arrow Button
No card required. Connects to your
billing system quickly. SOC-2 secured.
Shape Shape

Customer retention rate is a vital metric, especially for subscription-based and SaaS businesses, as it directly reflects customer satisfaction and overall business stability. A high retention rate signifies that customers are happy with the product or service and are likely to continue their subscription, leading to recurring revenue and sustainable growth. On the other hand, a low retention rate can indicate issues with engagement, product fit, or customer experience.

In this guide, we’ll cover everything you need to know about retention rate: what it is, how to calculate it, industry benchmarks, and proven strategies to improve it. Plus, we’ll provide a powerful Retention Rate Calculator to help you analyze and enhance your customer retention strategy.

Squiggle

What is Retention Rate?

Retention rate refers to the percentage of users or subscribers who continue to use a product or service over a specific period. Retention rate is a key indicator of customer loyalty, business health, and revenue stability.

For SaaS and subscription-based businesses, understanding retention rate is essential for optimizing customer engagement, reducing churn, and driving long-term growth. That’s because retention rate is inversely related to churn — the higher the churn, the worse the retention, and vice versa.

Squiggle

How to Calculate Retention Rate

Retention rate measures how well your business retains customers over time. In order to calculate your retention rate, simply divide the total number of renewing customers (which is the number of customers at the end of the period minus any new customers acquired during the period) by the number of customers at the start of the period and multiply by 100.

Here’s the formula you’ll use:

Customer Retention Rate =

Total Customers at the End of Period - New Customers Acquired During Period

Total Customers at Start of Period


For example, if your company started the month with 1,000 customers, acquired 200 new customers, and ended the month with 1,050 customers, your retention rate would be 85%.

Squiggle

Use Churnkey’s Retention Rate Calculator

Calculating your retention rate manually can be tedious, but Churnkey’s Retention Rate Calculator makes it effortless. Simply input your customer data, and our tool will instantly generate your retention rate, helping you uncover areas for improvement and refine your strategy for long-term success.

How to Reduce Churn Rate?

Reducing churn is one of the most effective ways to improve revenue and business stability. Here are five strategies to lower churn:

1. Provide cancel flows with conditional offers

If the only thing standing between your customers and cancellation is a big red button, then you’re missing out on a major opportunity to improve your retention rate. By implementing dynamic cancel flows that present customers with tailored offers, you can prevent churn before it even happens.

Instead of letting users cancel without intervention, a well-designed cancel flow can detect intent and provide strategic incentives, such as:
  • Discounts or temporary price reductions
  • Pausing subscriptions instead of canceling
  • Downgrading to a lower-tier plan rather than fully canceling
  • Exclusive perks or additional features

By using Churnkey’s intelligent cancel flows, you can personalize retention offers based on customer behavior and sentiment, significantly improving your retention rate.

2. Payment recovery & dunning campaigns

Involuntary churn — caused by failed payments, expired credit cards, or billing issues — can silently erode your retention rate. To combat this, you’ll need to implement payment recovery and dunning campaigns.

A robust dunning strategy includes:
  • Automated payment retries:  Retrying failed transactions at optimal times.
  • Preemptive card update prompts:  Encouraging users to update payment details before expiration.
  • Personalized email & SMS reminders:  Sending friendly, engaging messages to notify users of payment failures.

With Churnkey’s automated payment recovery system, you can recover up to 89% of failed payments, ensuring you retain customers who would otherwise churn due to billing issues.

3. Engage with customers proactively

Having a positive relationship with your customers is key to keeping them happy and improving customer retention. Here are some ways to engage with your customers proactively:

  • Personalized Onboarding:  Guide new users through setup, highlight key features, and demonstrate value quickly.
  • Customer Success Teams:  Assign dedicated representatives to help customers achieve their goals and maximize the value of your product.
  • Proactive Outreach:  Regularly check in with customers to offer assistance, gather feedback, and identify potential churn risks.
CTA Flair

Let us reveal your churn metrics and help you improve retention.

We’ll take you on a quick, friendly, no-pressure walkthrough of what we do...

Get Started Free Brown Arrow Button Schedule a Demo