What is churn rate?
Churn rate is the percentage of customers you lost in a given period. Formula: Churn rate = Customers churned ÷ Customers at start of period × 100. Retention rate = 100% − Churn rate. Use the same period (e.g. one month) for both numbers.
Enter your numbers below.
Churn rate2.00%
Retention rate98.00%
Use the same period for both (e.g. monthly). Lower churn is better; subscription brands often aim for <5% monthly churn.
Why churn matters
Lower churn means higher LTV and better unit economics. Use our LTV Calculator to model LTV with different churn assumptions, and MRR/ARR Calculator for recurring revenue.
FAQ
- What is churn rate?
- Churn rate is the percentage of customers you lost in a period. Churn rate = Customers churned ÷ Customers at start of period × 100. Use the same period (e.g. month) for both.
- What is a good churn rate for ecommerce?
- For subscription or repeat-purchase brands, monthly churn under 5% is often a target. One-off purchase businesses measure repeat rate instead. Lower churn improves LTV.
- Is this churn rate calculator free?
- Yes. Free with no signup. For LTV and retention impact see LTV Calculator; for revenue growth see MRR/ARR Calculator.