Churn Rate Calculator
Customers lost ÷ beginning cohort × 100 in the observation window—you define "lost."
Open calculator →Logo Churn Calculator
Customer logos lost in a window divided by logos you started that window with.
Overview
Tracks how many customer accounts you lost compared with how many you started the period with. Compare it with revenue-based churn when a few large customers skew the dollar picture.
When to use this calculator
- When account churn is clearer than dollar churn for the week you sliced
- Before you confuse failed payments with voluntary cancels in one stat
- When whale accounts move dollar churn but logos look calm
- When you tighten onboarding and want cohort counts before blended NRR reviews
Rule of thumb
Logo churn can look calm while MRR drops fast—pair with dollar churn when big accounts move.
Terms used in this calculator
- Churn rate (logo churn)
- What share of the starting cohort you lost inside the timeframe you framed.
Calculator
Logo churn rate
4.29%
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 logos ÷ starting logos × 100.
Example calculation
Using the default example values from the JSON seed for this tool:
- Logos churned during period
- 18
- Logos at period start
- 420
Result: 4.29% (Logo churn rate)
How to interpret this result
Lost customer logos ÷ starting logos for the window you measured.
Ignores revenue dollars—whale contractions can lurk quietly while counts look stable.
Label involuntary failed payments distinctly when Ops allows.
Common mistakes
- Declaring victory on logos while MRR hemorrhages unnoticed.
- Pooling involuntary churn with deliberate cancels when retention playbooks diverge.
- Widening denominators versus finance’s starting cohort definition.
What to do next
Layer revenue churn, expansion MRR share, NRR or GRR when dollar stories disagree with logos.
How to improve this result
- Split voluntary cancels from failed payments when billing data allows.
- Interview recent churners while the trail is still warm.
- Segment SMB vs enterprise when one side drags the blended rate.
Recommended tools
- AppSumo Software marketplace with deals commonly used by founders and creators.
- Baremetrics SaaS metrics and subscription analytics dashboards.
- ChartMogul Subscription analytics for revenue, churn, and cohort reporting.
FAQ
- Logo churn vs dollar churn?
- Logos hide revenue moves—pair both when whales swing results.
- Involuntary failed payments?
- Tag separately—the fix is billing, not product.
- Monthly vs quarterly windows?
- Do not casually annualize noisy short slices.
- Trials counted?
- Exclude unpaid trials unless your policy explicitly includes them as starting logos.
Related calculators
Expansion MRR Calculator (Share of Starting MRR)
Expansion bookings as a percentage of starting MRR for the timeframe you framed.
Open calculator →Net Revenue Retention Calculator
Ending expansion-adjusted recurring revenue indexed to starting baseline for the cohort window.
Open calculator →Revenue Churn Calculator (Gross MRR Lost)
Recurring revenue lost from downgrades and cancellations compared with recurring revenue at the start of the period.
Open calculator →Affiliate disclosure
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