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Documentation Index

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Customers Retention Rate metric chart view
Customers Retention Rate metric table view

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What is Customers Retention Rate?

It’s the percentage of paying customers who stayed during a period. The opposite of Customers Churn Rate. If you started the month with 100 paying customers and 95 are still paying at the end, your retention rate is 95%.

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How to Calculate It

Customers Retention Rate = Retained customers / Starting customers × 100
Example:
  • Paying customers at start of month: 200
  • Paying customers retained: 190
Retention Rate = 190 / 200 × 100 = 95%

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Why It’s Useful

It’s the flip side of churn. A 95% monthly retention rate means you keep most customers — but that still means losing ~46% over a year. Small changes in retention have big long-term impact. Bigdelta calculates this automatically from your billing data.