Churn & Retention
See what share of customers you keep — and lose — each period.
CHURN RATE
6.0%
94.0%
Retention
940
Kept
What is Churn & Retention?
Customer churn rate is the percentage of customers you lose over a given period. It's one of the clearest signals of retention and long-term growth — the lower your churn, the more every new customer compounds.
Churn rate = customers lost ÷ customers at start × 100
How to read your result
- Retention is simply the inverse of churn — the share of customers you keep.
- Measure churn over a consistent window (monthly or annual) so trends stay comparable.
- For most SaaS, monthly churn under 2–3% is healthy and under 1% is excellent.
- When churn is high, improving retention grows you faster than acquiring more customers.
Frequently asked questions
What is a good churn rate?
For B2B SaaS, monthly churn below 2–3% is generally healthy and below 1% is excellent. Benchmarks vary — self-serve and SMB products typically see higher churn than enterprise.
How do I calculate churn rate?
Divide the number of customers lost during a period by the number you had at the start of that period, then multiply by 100.