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About Lead EstimatorSelect your ideal customer profile to see your estimated reach and potential CS, HQL, BANT, webinar, and MQL leads with Qualent Media.

Free B2B marketing tool

Churn & Retention Rate Calculator

Calculate customer churn, starting-cohort retention and net customer growth. Keep new customers separate and download your free retention report.

No sign-up. Clear method. Downloadable results.

Start with your inputs.

Enter your own figures, review the calculation and export the results. Defaults are illustrative examples.

Whole-number count for the same reporting period. Allowed: 1 to 1,000,000,000,000; whole numbers only.
Whole-number count for the same reporting period. Allowed: 0 to 1,000,000,000,000; whole numbers only.
Whole-number count for the same reporting period. Allowed: 0 to 1,000,000,000,000; whole numbers only.

Illustrative example

Your results.

Complete valid inputs to see results.

Estimates depend on your assumptions. No inputs are sent or saved by this tool.

Method and definitions

Customer churn = starting-cohort customers lost ÷ starting customers × 100. Retention = (starting customers − lost) ÷ starting customers × 100. Ending = start − lost + retained new customers.

Track a consistent starting cohort and period. New customers do not enter the retention denominator. Count only new customers still present at period end. This measures customer or logo churn, not revenue churn or net revenue retention.

Worked example

50 losses from 1,000 starting customers gives 5% churn and 95% cohort retention. With 100 retained new customers, ending count is 1,050.

Use this tool in your workflow

  1. Replace the example inputs with your own figures or facts.
  2. Use matching definitions, units and reporting periods.
  3. Review the method and scope before applying the output.
  4. Copy or download the results for your next planning discussion.

For help turning a plan into a campaign, explore Qualent Media’s B2B campaign strategy services.

A clear basis for your next step

Questions, answered.

Understand the method and the boundaries of the result.

How does this churn & retention rate calculator work?

Customer churn = starting-cohort customers lost ÷ starting customers × 100. Retention = (starting customers − lost) ÷ starting customers × 100. Ending = start − lost + retained new customers.

How should I interpret the result?

Track a consistent starting cohort and period. New customers do not enter the retention denominator. Count only new customers still present at period end. This measures customer or logo churn, not revenue churn or net revenue retention.

Can I download my results?

Yes. CSV export includes the inputs, unrounded numeric results where applicable, method and scope. Copy results is also available; if clipboard access is unavailable, a text download is provided. This tool runs in your browser without sending or storing your inputs.

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