Churn rate calculator
Enter customers at the start of the period and how many of them left during it. Suited to subscriptions, apps and monthly services.
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How to use it
- Enter customers at start of period, customers lost during the period and period length.
- The result appears straight away and updates as you edit.
- Copy the result, or copy a link that keeps the same values to share it.
How it is calculated
Churn = customers lost ÷ customers at start × 100. Retention = 100 − churn. Annual churn = (1 − (1 − churn)^periods per year) × 100. Average lifetime = 1 ÷ churn, in periods.
Example
Inputs: Customers at start of period = 1,000, Customers lost during the period = 50, Period length = Month. Result: Churn rate: 5%; Retention rate: 95%; Equivalent annual churn: 45.96%.
Limits and caveats
- Annual churn and lifetime assume the same churn every period; in practice it changes with customer age.
- Customers who joined and left within the same period are not counted.
Questions about this tool
How do churn and retention relate?
In this calculation they add up to 100%: lose 5% of customers in a month and you kept 95%.
Do I include customers who joined during the month?
No. The base is customers at the start of the period, and the ones lost must come from that group, or the rate drops for no real reason.
Why is annual churn not 12 times monthly churn?
Each month churn applies to a smaller remaining group. 5% monthly churn leaves about 54% after a year, so annual churn is about 46%, not 60%.