Subscription metrics · Retention

Churn Rate Calculator

Separate customers gained from customers retained to measure churn, retention and net customer growth over any period.

Customer counts

Customers at startCustomers at endNew customers addedPeriod length (months)

Use customer counts from the same cohort definition and reporting period.

Retention results

Customer churn rate—

Customer retention rate—

Customers lost—

Net customer growth—

Equivalent monthly churn—

Equivalent annual retention—

Average active customers—

New customer rate—

How customer churn is calculated

Customers lost equals starting customers + new customers − ending customers. Churn rate divides customers lost by the starting customer count. Retention excludes new customers so acquisition does not hide departures.

Worked example

Starting with 1,000 customers, adding 80 and ending with 920 means 160 customers were lost. Churn is 16%, retention is 84%, and net customer growth is −8%.

Use one consistent period

Compare the same monthly, quarterly or annual window across cohorts. The monthly and annual equivalents assume retention compounds at a constant rate, so use them for comparison rather than as a guaranteed forecast.

This calculator measures customer-count churn. Revenue churn can differ when customers pay different amounts.