What is churn rate and how to calculate

Churn Rate Explained: Tracking Lost Customers

Churn rate, in simplest terms, measures the percentage of customers you lose within a specific period. It’s a crucial metric for businesses, especially those relying on subscription models or ongoing customer engagement. A high churn rate indicates difficulty retaining customers, while a low rate suggests success in keeping them engaged and satisfied.

Calculating Churn Rate:

The formula for calculating churn rate is straightforward:

Churn Rate = ((Lost Customers / Starting Customers) * 100)


Imagine you started a month with 1000 customers and lost 120 by the month’s end. Your churn rate would be:

Churn Rate = ((120 Lost Customers / 1000 Starting Customers) * 100) = 12%

Interpreting Churn Rate:

The ideal churn rate varies depending on your industry and business model. Generally, a rate below 5% is considered excellent, 5-7% is good, 7-10% is average, and anything above 10% requires attention and strategies to address customer loss.

Beyond the Basic Formula:

While the basic formula provides a solid overview, you can delve deeper into churn analysis by:

  • Segmenting churn by factors like customer type, acquisition channel, or subscription tier.
  • Calculating revenue churn rate: measuring the percentage of lost revenue instead of just customer numbers.
  • Analyzing reasons for churn: understanding why customers leave helps implement targeted retention strategies.


  • Churn rate is a vital metric, but it shouldn’t be your sole focus. Analyze customer lifetime value and acquisition costs alongside churn for a complete picture.
  • Regularly monitor and address churn to prevent it from spiraling out of control.
  • Implement proactive retention strategies based on your churn analysis and customer feedback.

By understanding and utilizing churn rate effectively, you can gain valuable insights into customer behavior and make informed decisions to improve customer retention and grow your business.

I hope this explanation clarifies the concept of churn rate and provides you with the tools to calculate and interpret it for your business. Feel free to ask if you have any further questions about churn rate or need help with specific calculations!

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