CAC Calculator
Sales + marketing spend in a slice ÷ newly acquired customers counted the same window.
Open calculator →Churn Rate Calculator
Customers lost ÷ beginning cohort × 100 in the observation window—you define "lost."
Overview
Use for fast logo-level reads before dollar retention work. Separate voluntary cancels from involuntary payment failures whenever ops data allows.
When to use this calculator
- When logo churn is the question, not dollar retention yet
- When you measure a cohort for a fixed window and want a simple percent
- When you split voluntary cancels from failed payments once you can
- When onboarding or pricing changed and you watch the next cohort
Rule of thumb
Logo churn here is not the same as gross or net dollar retention.
Terms used in this calculator
- Churn rate (logo churn)
- What share of the starting cohort you lost inside the timeframe you framed.
Calculator
Churn rate
2.50%
Results are simplified estimates for educational purposes only and should not be treated as financial, accounting, legal, or tax advice. See our disclaimer for details.
Formula
Lost customers ÷ starting customers × 100; both counts must belong to identical cohort tagging.
Example calculation
Using the default example values from the JSON seed for this tool:
- Customers churned
- 42
- Customers at period start
- 1680
Result: 2.50% (Churn rate)
How to interpret this result
Logo churn as a share of the starting cohort in the measured window.
Not the same as net revenue retention or gross revenue retention.
Label involuntary churn separately in your source data when possible.
Common mistakes
- Using ending customers in the denominator instead of starting cohort.
- Combining voluntary and involuntary churn without labeling.
- Mixing monthly and annual churn windows.
What to do next
Fold in NRR or revenue churn tools when logos do not reflect dollar leakage.
How to improve this result
- Instrument product telemetry for the first week after signup—most voluntary churn shows up early.
- Separate failed payments from deliberate cancels in ops playbooks.
- Review churn by acquisition channel; some partners bring tourists, not users.
Recommended tools
- Baremetrics SaaS metrics and subscription analytics dashboards.
- ChartMogul Subscription analytics for revenue, churn, and cohort reporting.
- ProfitWell Pricing and retention resources for subscription businesses.
FAQ
- Beginning or ending denominator?
- Standard here is beginning-of-period cohort; switching breaks comparability.
- Monthly vs annual churn?
- Do not casually multiply—compound math is non-linear; pick one horizon.
- Does this net win-backs?
- Decide consciously—finance sometimes nets, growth sometimes grosses.
- Why churn dollars differ?
- Logos churning may be tiny ARPU—or whales—pair with revenue churn calculators.
- Healthy churn?
- Context-specific; compare to expansions plus sales efficiency before declaring health.
Related calculators
Funnel Conversion Calculator
End-to-end conversion from first funnel step population to completing customers.
Open calculator →LTV Calculator (Simple Gross Margin Adjusted)
Simplified annuity-style gross LTV using ARPA, margin, and churn in shared time units.
Open calculator →Affiliate disclosure
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