Cohort Retention Calculator
Track how much of one original customer cohort remains active at a later observation point.
Original-cohort retentionExample75%
- Original members not active
- 50 customers
How to calculate cohort retention
Cohort retention = original-cohort customers still active ÷ original cohort size × 100
Exclude customers acquired after the cohort formed. Define activity and observation age consistently. Reactivated original members may be included if that is your stated policy.
Worked example
An illustrative scenario. “Reset to example” restores it in the calculator.
- Customers in the original cohort
- 200 customers
- Original-cohort customers still active
- 150 customers
Original-cohort retention: 75%
Cohort Retention FAQ
How does this differ from a period retention rate?
A cohort keeps the same original membership and follows it over time. A period rate may begin with a different customer base each month.