This calculator measures pre-seed customer churn and revenue churn over a selected period. It compares customers and recurring revenue lost during the period with the amounts present at the start.
Tracking both rates is useful because losing a small number of large customers can produce modest logo churn but severe revenue churn. The calculator also shows retention complements so founders can interpret the surviving customer and revenue base.
1. Define one measurement period
Use the same monthly, quarterly, or other period for every input.
2. Enter starting customers
Count active recurring customers at the beginning of the period.
3. Enter customers lost
Count cancellations or nonrenewals from that starting cohort.
4. Enter starting and lost MRR
Use recurring revenue from the same starting cohort and the portion lost.
5. Compare logo and revenue churn
Review whether lost customers are smaller or larger than the average account.
Customer churn rate = Customers lost ÷ Customers at start × 100
Gross revenue churn = Recurring revenue lost ÷ Recurring revenue at start × 100
Retention rate = 100% − Churn rate
New customers and expansion revenue are excluded from these gross churn calculations.
The main result shows the percentage of starting customers lost during the selected period.
Rates are only comparable when the measurement period and cohort rules are consistent.
Given: 100 starting customers, 6 lost customers, $20,000 starting MRR, and $1,800 lost MRR.
Calculation: Customer churn = 6 ÷ 100 = 6%. Revenue churn = $1,800 ÷ $20,000 = 9%. Customer retention = 94%; gross revenue retention = 91%.
Result: Revenue churn is higher than logo churn, indicating the lost customers were above average in revenue.
No. Gross churn is based on the customer or revenue base present at the beginning of the period.
For gross revenue churn, include recurring revenue lost through downgrades if you want a complete contraction measure. Track full cancellations separately when useful.
Yes, but the rate may move sharply when one customer joins or leaves. Show the underlying counts alongside the percentage.
Apply a consistent cohort policy. Many teams count the cancellation as churn and the return as reactivation rather than netting the events.
That occurs when lost customers contribute more revenue than the average starting customer.