Calculator
Example data
| Period | Start | End | New | Returning | Retention | Churn |
|---|---|---|---|---|---|---|
| Sample month | 1,200 | 1,185 | 135 | 1,050 | 87.50% | 12.50% |
Formula used
Returning subscribers = Ending subscribers − New subscribers
Subscriber retention rate = (Returning ÷ Starting) × 100
Subscriber churn rate = ((Starting − Returning) ÷ Starting) × 100
Gross revenue retention (GRR) = ((Start revenue − Contraction − Churn) ÷ Start) × 100
Net revenue retention (NRR) = ((Start − Contraction − Churn + Expansion) ÷ Start) × 100
How to use this calculator
- Enter starting, ending, and new subscribers for your period.
- Optionally add period days to estimate daily churn.
- Switch to revenue mode if you track recurring revenue.
- Press Calculate to see results above the form.
- Download your report using CSV or PDF buttons.
FAQs
1) What does subscription retention rate measure?
It shows what fraction of starting subscribers stayed active, excluding new signups. It helps evaluate renewal performance and customer stickiness across a defined time window.
2) Why subtract new subscribers from ending subscribers?
Ending totals include both returning and newly acquired customers. Subtracting new subscribers isolates the returning base so the rate reflects retention, not acquisition.
3) What is the difference between churn count and churn rate?
Churn count estimates how many starting subscribers did not remain. Churn rate expresses that loss as a percentage of the starting subscriber base.
4) When should I use revenue mode?
Use it when recurring revenue matters more than subscriber count, especially with upgrades and downgrades. It adds gross and net revenue retention to quantify monetary impact.
5) Can net revenue retention exceed 100%?
Yes. If expansion revenue from existing customers is larger than revenue lost to churn and contraction, the retained base grows above the starting level.
6) What does the retention health score mean?
It is a simple 0–100 composite combining subscriber retention and inverted churn. Use it for quick comparisons, not as a replacement for deeper cohort analysis.
7) What if my starting subscribers are zero?
Rates cannot be computed because the baseline is missing. Add a valid starting value or choose a period where you had active subscribers at the beginning.
8) How accurate is the estimated daily churn?
It converts total churn into an approximate daily rate using an exponential assumption. It is useful for rough pacing, but actual churn may cluster on billing dates.
Built for fast analysis, clean exports, and repeatable reporting.