Subscription Retention Calculator
Most of the loss happens in month one.
12-month retention
51%
82% survived the first month
36.7% of everyone who ever leaves does so in the first month. Onboarding is therefore worth more than any later retention work, and the curve flattening after month three is the normal shape.
How the Subscription Retention Calculator works
A large majority of everyone who ever leaves does so in the first month. Onboarding is therefore worth more than any later retention work — and a curve that flattens after month three is the normal, healthy shape.
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price — check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
Why is month one so important?
Because a subscriber who has not yet received value has nothing anchoring them. The first month is where the promise made at signup either gets delivered or does not.
What does a flattening curve mean?
That you have found a group for whom the product works. The height at which it flattens determines lifetime value more than the steepness of the early drop does.
What if the curve never flattens?
Then there is no stable core, and lifetime value keeps falling as cohorts age. That usually points at the product rather than at onboarding.
How long should I track a cohort?
At least twelve months, ideally until the curve is visibly flat. Judging retention from three months of data will consistently overstate lifetime value.