Churn and Retention Rate Calculator
Works out how many customers and how much revenue you lost over a period, and how many you kept.
Share sends a link that reopens these numbers. Copy details pastes the full breakdown as a list.
The formula
customer churn = customers lost ÷ customers at the start retention = 100% − customer churn gross revenue churn = (cancellations + downgrades) ÷ starting revenue net revenue churn = (cancellations + downgrades − upgrades) ÷ starting revenue
Customer churn counts accounts and revenue churn counts money, so they differ when larger or smaller accounts leave. Customers who join during the period are left out of both.
What to watch out for
Compare like with like: monthly churn on monthly plans, and a full year where customers are on yearly plans, since they can only leave at renewal.
Frequently Asked Questions
How do I calculate churn rate?
Divide customers lost by customers at the start. Losing 15 of 500 in a month is 3.00% churn and 97.00% retention.
Why does monthly churn look worse over a year?
It compounds. 3.00% a month is 30.62% a year, if the rate holds.
What is the difference between gross and net revenue churn?
Gross counts only what was lost, while net subtracts upgrades. On 25,000, losing 750 and gaining 300 is 3.00% gross and 1.80% net.