Churn rate calculator

Calculate how many users or subscribers you lose in a period, what that means per month and per year, and how long an average customer stays.

Churn Rate Calculator

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Users or subscribers at the start

Lost during the period

Length of the period (months)

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Learn more: What is churn rate? · All app metrics in the glossary

Churn rate formula

Churn rate = users lost during the period ÷ users at the start of the period × 100

Only count users who were there at the start; new users who joined during the period don't belong in either number.

Monthly, yearly and lifetime

Monthly churn from a longer period: 1 − (1 − churn)^(1 ÷ months).
Yearly churn from monthly churn: 1 − (1 − monthly churn)^12. It compounds, so 5% a month is about 46% a year, not 60%.
Average customer lifetime ≈ 1 ÷ monthly churn. 5% monthly churn means subscribers stay about 20 months on average, which feeds straight into LTV.

Example

A subscription app starts the month with 5,000 subscribers and loses 400: churn is 400 ÷ 5,000 = 8% per month, about 63% a year, and the average subscriber stays 12.5 months.

Where churn shows up first

Users who are about to leave often say why in their app reviews: a price increase, a missing feature, a bug after an update. More on churn in the glossary: churn rate.

FAQ

How do you calculate churn rate?

Divide the number of users or subscribers you lost during a period by the number you had at the start of that period, then multiply by 100. 400 lost out of 5,000 = 8%.

How do I convert monthly churn to annual churn?

Annual churn = 1 − (1 − monthly churn)^12. Because churn compounds, 5% monthly churn is about 46% a year, not 60%.

What is a good churn rate for an app?

It depends on the model and category. Annual plans churn far less per month than monthly plans, and utilities differ from games. Track your own trend by cohort and plan type.