85.00% is the example result. Read it using the units and relationship stated below.
Cohort Retention uses customers in starting cohort, starting-cohort customers remaining.
Separating growth, retention and subscription capacity
For cohort retention, the relationship is Result = (([Starting-cohort customers remaining]) ÷ ([Customers in starting cohort])) × 100. The amount depends on the supplied customers in starting cohort, starting-cohort customers remaining, rather than a live market price or a value imported from another record. Recurring revenue should be compared across the same starting cohort. Expansion, contraction and churn change retention in different directions. Adding new customers to a retained-customer calculation can conceal losses in the original population.
What the model includes
Result = (([Starting-cohort customers remaining]) ÷ ([Customers in starting cohort])) × 100 Match the unit of the plan: users, seats, subscriptions and revenue are not interchangeable. A purchased seat can remain unused even when the invoice is fully paid. Annual prepayment also changes cash timing without changing monthly recurring value. Read the result beside the renewal schedule and account concentration. A short measurement window may miss seasonal usage or contracts that have not yet reached their renewal date.
Example with the supplied inputs
Customers in starting cohort: 100; Starting-cohort customers remaining: 85. Result: 85.00%. The values are illustrative.
Compare one changed input
Customers in starting cohort changes from 100 to 110. The result becomes 77.27%. All other inputs remain fixed.
Calculation rule
Result = (([Starting-cohort customers remaining]) ÷ ([Customers in starting cohort])) × 100
Inputs and output
| Input | Example value | Entry convention |
|---|---|---|
| Customers in starting cohort | 100 | Use the source quantity represented by customers in starting cohort. Keep the counted population fixed and avoid mixing a unit value with a period total. |
| Starting-cohort customers remaining | 85 | Use the source quantity represented by starting-cohort customers remaining. Keep the counted population fixed and avoid mixing a unit value with a period total. |
Output: 85.00% is the example result. Read it using the units and relationship stated below. Use the formula to distinguish a cash amount, count, percentage or ratio.
How to use the page
Collect the inputs
Gather Customers in starting cohort, Starting-cohort customers remaining. Use one period and the units shown in the form.
Run the calculation
Enter the values and select the action. The calculation rule above explains how the inputs produce the result.
Compare a scenario
Change Customers in starting cohort on its own, keeping the other inputs fixed. Read both results before changing another assumption.
Worked example
With the example inputs listed above, the result is 85.00%.
Change Customers in starting cohort from 100 to 110 while keeping every other value fixed. The result becomes 77.27%. This comparison isolates that input; it does not forecast how other variables will respond.
Check the stated formula, units and limits before using the result in a decision.
Keep the displayed formula, input units and model scope with the result. Corrections or questions can be sent through the request section on this page.
Content updated: October 11, 2026