Business
Customer lifetime value
Estimate subscription customer value from revenue, margin and churn.
Calculators / Business / Customer churn rate
Customer churn rate calculator
Measure the share of starting customers lost during a period.
On this page
Customer churn5%
Starting customers retained950
Calculator controls
How to calculate
Measure the share of starting customers lost during a period.
Customer churn = lost/start*100; Starting customers retained = start-lost
Worked example
Customers at start: 1000; Customers lost: 50.
Customer churn: 5 %; Starting customers retained: 950 .
Assumptions and limits
No. Use the starting cohort for this calculation and ensure customers lost do not exceed that cohort.
Results are rounded for display; calculations use unrounded values. Read our calculation methodology.
Understanding the result
The churn rate counts losses from the starting customer cohort. New customers acquired later do not change that baseline.
When this tool is useful
Measure the share of starting customers lost during a period.
Understanding your inputs
| Input | What to enter |
|---|---|
| Customers at start | Enter a number of at least 1 and no more than 1000000000. |
| Customers lost | Enter a number of at least 0 and no more than 1000000000. |
Frequently asked questions
Can I include new customers in the denominator?
No. Use the starting cohort for this calculation and ensure customers lost do not exceed that cohort.