Customer churn and retention rate calculator
See how many customers you keep and how many you lose. Enter the customers at the start and end of a period and the new ones you gained, and get the churn rate, retention rate, monthly churn and how long a customer stays.
Help: how to use it and FAQ
How to use it
- You enter the data
- Smallo works it out
- You get the result
- Enter the customers at the start, at the end and the new customers in the period.
- Enter the length of the period in months and, if you want, the average revenue per customer.
- Read the churn, retention, monthly churn, customer lifetime and lost revenue.
Frequently asked questions
How is churn rate calculated?
Churn rate = customers lost ÷ customers at the start of the period × 100. Customers lost = customers at the start + new customers − customers at the end.
What is the difference between churn and retention?
Retention is the share of the customers you had at the start who are still with you at the end, not counting new ones. Churn is the share you lost. They add up to 100%.
Why convert to a monthly rate?
It lets you compare periods of different lengths. For a quarter, monthly churn is not churn ÷ 3: losses compound, so the calculator uses 1 − (1 − churn)^(1 ÷ months).