Churn Rate Calculator – Customer Retention %

Churn counts the customers (or revenue) you lost in a period as a share of what you started with. Divide lost customers by the opening count and multiply by 100. Worked example: a subscription starting June with 950 customers that loses 38 by month-end churns 38 ÷ 950 = 4% monthly — which compounds to roughly 38.6% a year. Annualize carefully: 4% monthly is not 48% yearly but 1 − 0.96^12. Track logo churn and revenue churn separately, because losing two big accounts can outweigh twenty small ones.

1. 1

   Enter starting customers

   The count at the beginning of the month or year.

2. 2

   Enter customers lost

   Cancellations and non-renewals only.

3. 3

   Read churn %

   The tool also shows the implied retention rate.

• Putting new signups in the denominator, understating churn

• Multiplying monthly churn by 12 for an annual figure

• Averaging churn across wildly different customer segments