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Churn Rate Calculator

Calculate customer churn, retention, lifetime and revenue at risk for monthly, quarterly and annual periods. Enter your starting, ending and new customers plus ARPU to get insights.

Calculate Churn Rate

Calculation Period
Customers at Start of Period
Customers at End of Period
New Customers Acquired
Average Revenue Per Customer ($/month)

Churn Analysis Results

15%
Churn Rate (monthly)
85%
Retention Rate
6.67
Customer Lifetime (months)

Additional Metrics

Monthly Churn Rate
Projected monthly churn
15%
Annual Churn Rate
Projected annual churn (compounded monthly)
85.78%
Revenue at Risk
Lost revenue from churned customers (per selected period)
$7,500

Churn Rate Benchmarks by Industry

SaaS & Technology

Excellent2-5%

Industry leaders

  • • Strong product-market fit
  • • Excellent customer success
Good5-7%

Above average

  • • Solid retention strategy
  • • Good customer experience
Average7-10%

Industry standard

  • • Room for improvement
  • • Focus on retention

E-commerce & Retail

Excellent15-20%

Top performers

  • • Strong brand loyalty
  • • Repeat purchase programs
Good20-30%

Above average

  • • Decent retention
  • • Some loyalty programs
Average30-40%

Industry standard

  • • High competition
  • • Price sensitivity

How to Calculate Churn Rate

Churn Rate Formula

Basic Formula: Churn Rate = (Customers Lost ÷ Customers at Start) × 100
With New Customers: Churn Rate = ((Start + New - End) ÷ Start) × 100

Calculation Steps:

  1. 1
    Gather customer data
    Count customers at start and end of period
  2. 2
    Calculate customers lost
    Start + New Customers - End Customers
  3. 3
    Apply the formula
    Divide lost customers by starting customers × 100

Important Considerations

⚠️ Data Quality Matters

Accurate churn calculations depend on reliable customer data and consistent tracking methods.

📊 Data Collection

Ensure consistent customer counting methods

  • • Define "active customer" clearly
  • • Track customer lifecycle stages
  • • Use consistent time periods
🎯 Segmentation

Different customer segments have different churn rates

  • • Analyze by customer type
  • • Consider acquisition channel
  • • Look at usage patterns
⏰ Timing Factors

Churn rates vary by season and business cycle

  • • Seasonal variations
  • • Economic conditions
  • • Product launch impacts
🚨 Action Required

High churn rates indicate urgent business issues

  • • Investigate root causes
  • • Implement retention strategies
  • • Monitor leading indicators

Example Cases

Case 1: SaaS Startup Monthly Analysis

Input Parameters: Monthly period
Customers at Start: 1,000
Customers at End: 950
New Customers: 100
ARPU: $50/month
Churn Rate: 15%
Retention Rate: 85%
Customer Lifetime: 6.7 months
Revenue at Risk: $7,500

Analysis: High churn rate indicates need for immediate retention strategies and customer success improvements.

Case 2: E-commerce Quarterly Review

Input Parameters: Quarterly period
Customers at Start: 5,000
Customers at End: 4,800
New Customers: 1,200
ARPU: $25/quarter
Churn Rate: 28%
Retention Rate: 72%
Customer Lifetime: 3.6 months
Revenue at Risk: $35,000

Analysis: Moderate churn rate for e-commerce, but high revenue impact suggests need for loyalty programs.

Frequently Asked Questions

What is customer churn rate?
Customer churn rate is the percentage of customers who stop using your product or service during a given time period. It's calculated by dividing the number of customers lost by the number of customers at the start of the period, multiplied by 100.
What is a good churn rate?
A good churn rate varies by industry. SaaS companies typically aim for 5-7% annual churn, while e-commerce might see 20-30% monthly churn. Context matters—use industry benchmarks.
How do you calculate churn rate?
Churn rate = (Customers at start + New customers - Customers at end) / Customers at start × 100.
How can I reduce customer churn?
Improve onboarding, customer success, gather feedback, offer great support, and build habits early.

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