What this helps you decide
Measure the share of a starting audience lost during a defined period. Keep the same definition of a lost user each time and exclude new users from the starting-audience denominator.
How to use this tool
Choose a period and record the users present at its start. Count lost users from that same starting population. Keep new arrivals during the period separate.
How the calculation works
Churn rate = users lost during the period ÷ users at the start × 100
Example
Losing 75 of 1,500 starting subscribers produces a 5% churn rate.
Read the result without overestimating it
A 5% monthly user churn rate and a 5% annual rate describe very different patterns. Revenue churn is also a separate metric because users can have different purchase or subscription values.
Why this result matters
Churn quantifies audience loss and can help forecast the replacement growth needed to keep a community or subscription base stable.
Tips for a more useful estimate
- Choose one time period and definition.
- Do not count new users in the starting base.
- Analyze voluntary and payment-failure churn separately.
Frequently asked questions
Is churn the opposite of retention?
They are related, but cohort retention and period churn can use different populations.
What is negative churn?
It usually describes expansion revenue exceeding lost recurring revenue, not negative user loss.
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This free tool provides an estimate for general informational purposes. It is not financial, tax, legal, or professional advice.