Free Churn Rate Calculator

Calculate customer and revenue churn in seconds. Enter customers lost and starting customers to get churn rate, retention rate, and what to do about it.

Customer counts for the period

Use the same period for both fields (typically one month). New customers acquired during the period are excluded.

Customers at start of period

Customers lost during period

Churn Rate

—

Per period

Retention Rate

—

100% − churn

Annualized Retention

—

If period is monthly

What is Churn Rate?

Churn rate is the percentage of customers who stop doing business with you in a given period — monthly or annually. The formula is simple: customers lost in the period ÷ customers at the start of the period × 100. Annual churn of 5% means you lose 1 in 20 customers each year. The flip side, retention rate, is just 100 − churn rate.

Reducing churn starts with knowing why customers leave — and showing prospects why customers stay. ShowTrust gives you the tools for the second half: collect testimonials from your stickiest customers and embed them where prospects see them.

Hosted Submission Form

Give customers a clean, branded page to leave testimonials in seconds. No login required for them, full control for you.

Embeddable Wall of Love

Drop a single snippet on your site and show off authentic reviews. Auto-updates as new testimonials come in.

Authentic Social Proof

Real testimonials from real customers — no AI-generated fakes, no stock quotes. Build trust the right way.

Free in Early Access

Collect unlimited testimonials and embed your wall of love for free while we're in early access. Sign up takes 30 seconds.

Ready to Collect Real Testimonials?

ShowTrust gives you a hosted submission page and an embeddable wall of love. Authentic social proof in minutes — free while in early access.

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Who Tracks Churn?

Anyone with recurring customers.

SaaS Founders

Net revenue retention is the single biggest driver of SaaS valuation.

Subscription Businesses

Track churn cohort-by-cohort to see if customers stick or drop.

Customer Success Leads

Pinpoint where in the lifecycle customers leak out — onboarding, month 3, renewal.

Membership Sites

Measure whether content keeps pace with reasons to cancel.

Finance Teams

Project ARR more accurately by modeling realistic gross and net retention.

Investors

Diligence on retention quality and growth efficiency.

Marketing Leaders

Stop pouring CAC into a leaky bucket — fix churn before scaling spend.

Product Teams

Tie feature impact to retention, not just to engagement.

Frequently Asked Questions

How is churn rate calculated?

Churn rate = (Customers lost during period ÷ Customers at start of period) × 100. Don’t include new customers acquired during the period in the denominator — only the ones you started with.

What is a good monthly churn rate?

For B2B SaaS, monthly churn of 1–2% is good and under 1% is excellent. B2C SaaS typically runs higher (3–8%). E-commerce subscription boxes often see 10%+ monthly churn.

What’s the difference between customer churn and revenue churn?

Customer churn counts the number of customers you lose. Revenue churn weights the loss by how much each customer paid. Revenue churn can be negative (good) if expansion from remaining customers outpaces lost revenue.

What is retention rate?

Retention rate is the inverse of churn rate: 100 − Churn %. If your monthly churn is 4%, your monthly retention is 96%. Annual retention compounds — 96% monthly is only ~61% annual.

How do I reduce churn?

Focus on the activation moment (does the customer get value in the first 7–14 days?), the at-risk signals (usage drop, support tickets), and the renewal moment. Survey detractors quickly and act on the top 3 themes.

How does social proof help reduce churn?

Testimonials and case studies reduce buyer’s remorse and remind existing customers why they chose you. Showing a wall of love on your dashboard and renewal page makes the value of staying tangible.

More Free Tools from ShowTrust

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