Work out the share of clients you keep over a period - the flip side of churn.
Client retention calculator
Plug in your numbers - it updates as you type.
The share of clients an agency keeps over a period - the flip side of churn, and the foundation of stable, compounding revenue.
For example, an agency that starts the year with 25 clients and still has 22 of those at year-end has an 88% retention rate. Holding that high, year after year, is what lets the recurring revenue base compound.
Why it matters to agencies: client retention is where agency profit quietly compounds - keeping clients is far cheaper than winning them, and long relationships lift lifetime value and referrals. Small improvements in retention often do more for the bottom line than chasing new logos.
Retention rate = clients retained ÷ clients at start of period × 100
Retention and churn are mirror images: retention = 100% - churn %.
Strong agencies retain the large majority of clients year on year; because retainers compound, even small gains in retention add up fast.
The share of clients an agency keeps over a period - the flip side of churn, and the foundation of stable, compounding revenue.
Divide the clients still active at the end of a period by the clients you had at the start, then multiply by 100.
They are mirror images - retention is the share of clients you keep, churn the share you lose; they add up to 100%.
Keeping clients is far cheaper than acquiring them, and long relationships compound lifetime value and referrals - so retention drives profit.
Forge builds your client-health dashboard and looks after it - tracking client retention live for your whole agency, built around the tools you already use. No spreadsheets, no code on your side.