Churn Rate (Churn Rate) Calculator
Calculate the percentage of customers or subscribers who cancel or stop purchasing over a given period.
Calculate Churn Rate (Churn Rate)
Churn Rate (Churn Rate) Formulas & Reverse Equations
Use these standard and algebraic reverse formulas in spreadsheets, agency decks, or media plans:
Solve for Churn Rate
Churn Rate = (Customers Lost ÷ Customers at Start of Period) × 100Solve for Customers Lost
Customers Lost = (Customers at Start × Churn Rate) ÷ 100Solve for Customers at Start of Period
Customers at Start = (Customers Lost × 100) ÷ Churn RateUnderstanding Churn Rate (Churn Rate)
Churn Rate quantifies how quickly customers leave your business. In subscription apps, SaaS, and repeat consumer brands, even small reductions in monthly churn dramatically expand Customer Lifetime Value (CLTV) and allow you to scale paid acquisition much more aggressively.
When to Use Churn Rate (Churn Rate)
Use Churn Rate to monitor subscription health, calculate average customer lifespan (1 ÷ Churn Rate), and evaluate retention lifecycle campaigns.
Industry Benchmarks & Planning Context
Consumer subscription apps typically see 4%–8% monthly churn, while B2B SaaS platforms target under 1%–2% monthly logo churn.
Frequently Asked Questions About Churn Rate
How do you calculate Customer Churn Rate?
Divide the number of customers lost during the period by the total number of customers you had at the start of the period, then multiply by 100: Churn Rate = (Customers Lost ÷ Customers at Start of Period) × 100.
Should new customers acquired during the month be included in the denominator?
Standard cohort churn uses the customer count at the start of the period as the denominator so rapid acquisition growth does not mask underlying retention issues.