Renewal Rate
What Is Renewal Rate?
Renewal Rate is the percentage of customers who renew their contracts or subscriptions at the end of their billing period—monthly, quarterly, or annually.
It’s a clear indicator of whether your product and experience are delivering ongoing value. Unlike churn rate (which focuses on loss), Renewal Rate focuses on retained customer relationships.
It’s especially critical for businesses with:
- Longer-term contracts
- High-touch onboarding
- Subscription-based pricing models
Why Renewal Rate Matters in SaaS CX
Renewal Rate is the health check for your customer experience. If customers consistently renew, it means you’re delivering value—continuously.
CX-Led Revenue Retention: A high Renewal Rate is a direct outcome of effective onboarding, proactive support, and strong product adoption.
Predictability for Revenue Ops: It gives finance, growth, and GTM teams reliable data to forecast future revenue and capacity.
Lagging but Clear Indicator: While other metrics give early signals (like usage or sentiment), Renewal Rate tells you exactly how well your lifecycle efforts are working.
Expands Over Time: Renewed customers are more likely to expand—boosting NRR, CLTV, and advocacy.
How to Measure Renewal Rate
Renewal Rate shows what percentage of customers due for renewal actually renewed. It’s a critical KPI for evaluating retention and account satisfaction.
Step-by-Step
- Identify Customers Up for Renewal Filter only those whose contracts or subscriptions were scheduled to end in the period.
- Count Renewed Customers Track how many of them completed a renewal (manually or automatically).
- Exclude New Customers Don’t include new accounts acquired during the same period—they aren’t eligible for renewal yet.
- Apply the Formula
Formula:
Renewal Rate (%) = (Number of Renewed Customers ÷ Number of Customers Up for Renewal) × 100
Example
If 950 out of 1,000 customers due for renewal signed again:
Renewal Rate = (950 ÷ 1,000) × 100 = 95%
Tip
Track both:
- Logo Renewal Rate – based on number of accounts
- Revenue Renewal Rate – based on total contract value
Both are important for understanding account retention and revenue risk.
Renewal Rate is one of the purest indicators of product-market fit, value delivery, and CX performance. While it’s a lagging metric, it validates all the upstream investments—onboarding, support, adoption, and engagement. If customers keep saying “yes” to renewal, your experience is working.