Churn Rate Mensal

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.