Retention is the inverse of churn, but thinking in retention keeps the focus on the asset you have. Enter a cohort and how many remained to see period retention, its annualized equivalent, and the implied churn.
Exclude new signups — this tracks the original cohort.
Retention rate
96.0%
A 98% monthly retention sounds excellent — annualized it's about 78%. Always annualize monthly retention to feel its real weight.
Retention = Retained ÷ Start · Annualized = Retention¹²
Including them measures growth, not retention. Retention answers: of the customers we had, how many stayed?
This is gross (logo) retention. For revenue-weighted views including expansion, use the revenue churn calculator.