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How to calculate Churn rate

The Churn rate formula, with plain worked examples you can check yourself.

Churn rate = Lost ÷ Start × 100

The result is a percentage (%).

Worked examples

Lost = 10 · Start = 200Churn rate = 5%
Lost = 15 · Start = 300Churn rate = 5%
Lost = 40 · Start = 400Churn rate = 10%

How to use it

  1. Write down the values for each letter in the formula.
  2. Do the brackets first, then divide or multiply.
  3. Multiply by 100 to show the answer as a percentage.
  4. Compare the answer with last period or with a competitor to see if it is good or bad.

This formula belongs to Brand & Customers.

Related terms

ChurnBrand equityMarket shareBrand loyaltyBrand awarenessTarget audience

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