Divide customers lost by customers at the start of the period to get the churn rate and its retention mirror.
The churn rate is the share of customers at period start that customers lost in the period represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small. Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where lower is better.
Churn Rate
Churn Rate = Customers lost in the period ÷ Customers at period start × 100
Churn Rate = Customers lost in the period ÷ Customers at period start × 100 The churn rate is the share of customers at period start that customers lost in the period represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small.
Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where lower is better.
This calculator takes 2 inputs: Customers lost in the period, Customers at period start. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.