Retention is the share of clients who come back within a window. New-client retention — do first-timers return? — is the make-or-break metric for a growing salon.
The example
62 returned of 80 eligible.
| A | B | |
|---|---|---|
| 1 | Item | Value |
| 2 | 62 / 80 | — |
| 3 | Retention | → 78% |
The formula
The formula:
How it works
How it works:
- Define a window (e.g. returned within 90 days) so “retained” is measurable.
- Count returners over clients eligible to return for the rate.
- Separate new-client retention from repeat-client retention — very different numbers.
- Churn is the complement:
1 − retention.
New-client retention is the leakiest bucket. Existing regulars retain at high rates almost automatically; the salon’s growth ceiling is set by how many first-timers come back. Measuring it separately — first-visit clients who returned within 90 days, via COUNTIFS — reveals whether marketing spend on new clients actually builds the book or just rents traffic.
Try it: interactive demo
Returned and total clients.
Variations
New-client retention
First-timers who return:
Churn rate
The complement:
Returned within window
Date logic:
Pitfalls & errors
Define the window. Retention needs a time frame to be meaningful.
New vs repeat. Track separately — they behave very differently.
Zero eligible. No clients gives #DIV/0!.
Practice workbook
Frequently asked questions
How do I calculate client retention in Excel?
Why measure new-client retention separately?
How is churn related?
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