Churn rate
The share of customers or revenue lost in a period.
Last reviewed 12 September 2026
Customer churn counts logos; revenue churn counts euros. Losing ten small accounts hurts far less than losing one large one — track both.
Small monthly percentages compound brutally: 5% monthly churn means losing about half your base in a year.
Formula
Churn % = Customers lost in period ÷ Customers at start × 100
Frequently asked
What is churn rate?+
The share of customers or revenue lost in a period. Customer churn counts logos; revenue churn counts euros. Losing ten small accounts hurts far less than losing one large one — track both. Small monthly percentages compound brutally: 5% monthly churn means losing about half your base in a year.
How do you calculate churn rate?+
Churn % = Customers lost in period ÷ Customers at start × 100
Why does churn rate matter for founders?+
Small monthly percentages compound brutally: 5% monthly churn means losing about half your base in a year.
Related terms
Net revenue retention (NRR)
How revenue from existing customers changes over a year, including upgrades and churn.
LTV (lifetime value)
The total gross profit you expect from one customer over the whole relationship.
MRR (monthly recurring revenue)
Predictable subscription revenue normalised to a monthly figure.
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