Calculate customer churn from customers at the start, customers lost, and new customers. Convert between monthly and annual churn, and see what churn does to lifetime value.
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Monthly churn
3.00%
Customers left after 12 months: 69%
Annual churn
30.6%
1 - (1 - monthly churn) to the power of 12
Average customer lifetime
33 months
1 / monthly churn of 3%
Customer lifetime value
$4,000
$120 margin a month / 3% churn
Today it brings 33%. Same number of customers, at today's organic and paid CAC.
Blended CAC
$950
now $1,067
Payback
7.9 months
now 8.9 months
LTV to CAC
4.2 : 1
now 3.7 : 1
Payback is the first month the blue margin bar reaches the grey CAC bar. Churn isn't applied here, so this is one customer who stays.
Blended CAC $1,067
Chung Digital AI
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Customer churn rate is the share of customers who cancel in a period. Divide the customers lost during the period by the customers you had at the start. New customers who joined during the period are left out, so growth doesn't hide cancellations.
Some teams divide by the average of start and end customers instead. This calculator shows both, and turns quarterly or yearly churn into a monthly rate so you can compare like with like.
Churn rate = customers lost / customers at the start
With your numbers:
12 / 400 = 3.00% per month
Monthly churn compounds. 3% a month isn't 36% a year: because each month's 3% comes from a smaller group, it works out to about 31% a year. Multiplying by 12 overstates annual churn.
Use monthly churn for monthly plans and LTV, and annual churn when most customers pay yearly. This calculator converts between them for you.
Churn falls when customers reach value sooner and keep finding it.
Many cancellations happen in the first weeks. Find the action that predicts customers staying, and get every new account to it fast.
Falling logins, fewer seats, and failed payments come before cancellations. Reach out before the renewal date, not after.
Customers who find you through search for the problem you solve tend to fit better than those won by a discount.
Our SaaS SEO services are built to grow the organic share of your signups. See what that could be worth with the SEO ROI calculator, or request a free SEO audit.
Churn rate = customers lost during the period / customers at the start of the period x 100. For example, 12 cancellations from 400 starting customers is 3%.
Not in the standard formula. Customers who joined during the period weren't there at the start, so including them makes churn look lower. The average method includes them indirectly through the end count.
It depends on who you sell to. Products for small businesses often see a few percent a month, while enterprise products with annual contracts usually churn far less. Compare yourself with companies selling to the same kind of customer.
Annual churn = 1 - (1 - monthly churn) to the power of 12. 3% monthly churn is about 31% a year, not 36%.
Customer churn counts accounts that cancel. Revenue churn counts the revenue lost, including downgrades. Net revenue churn also subtracts expansion, and can be negative when upgrades outweigh cancellations.
Average lifetime is 1 / monthly churn, and LTV is monthly margin times lifetime. Cutting churn from 4% to 2% doubles how long a customer stays and doubles their lifetime value.
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