Monthly Churn Rate
Divides customers lost by the headcount at the start of the month to get churn as a percentage, banded from under 2% (excellent) to above 10% (high).
Churn (%)
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Simple churn rate
Churn is the share of customers (or revenue) you lose over a period. The formula is churn = customers lost / customers at start × 100%. Lose 20 customers from a base of 500 and you land at 4% monthly churn, which is the same as 96% retention. Watch out: monthly and annual figures don't map onto each other directly. To convert, use annual = 1 − (1 − monthly)¹². As for benchmarks, SaaS tends to fall around B2B SMB 3-7% monthly, mid-market 1-2%, enterprise under 1%, and B2C streaming somewhere near 2-3%. You hit Net Negative Churn when expansion revenue from upsell and cross-sell beats the MRR you're losing, which means the base keeps growing even without new sales. And the rough LTV = ARPU / monthly churn shows just how much a small churn shift drags lifetime value around.
Applications
This is a workhorse number for SaaS metrics, customer success teams, retention programs, and anyone watching the health of their base. Cohort-level churn tells you something about product-market fit. The gross-versus-net comparison shapes how you think about expansion. And involuntary churn, the kind caused by a failed card, you claw back with dunning.
FAQ
Customer churn or revenue churn? Keep an eye on both. Losing one big account can send revenue churn through the roof off a single cancellation.
Why does small monthly churn matter? Because it compounds. A modest 5% a month works out to roughly 46% over the year.
How do I get net negative churn? You get there when the MRR you expand from existing customers outpaces what you lose to cancellations and downgrades.
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The results provided by this tool are for general informational and educational purposes only and do not constitute professional, financial, medical, legal, tax or accounting advice. Always confirm important decisions with a qualified professional and official sources.