MihsabaHow to use
Calculate customer churn and retention for a starting cohort without adding newly acquired customers to the original denominator.
- Enter Customers in the starting cohort.
- Enter Lost customers from that cohort.
- Calculate, then review the results and method assumptions.
How it is calculated
Example
A starting cohort of 200 losing 10 customers has 5% churn and 95% retention, with 190 remaining. Acquiring 20 new customers does not change churn for that original cohort.
Important notes
Define loss explicitly: subscription cancellation or a chosen inactivity threshold. Revenue churn differs from customer-count churn, and monthly and annual rates are not interchangeable.
Worked examples and interpreting results
A starting cohort of 200 losing 10 customers has 5% churn and 95% retention, with 190 remaining. Acquiring 20 new customers does not change churn for that original cohort.
| Case | Calculation | Result |
|---|---|---|
| Churn percentage | 10 ÷ 200 × 100 | 5 % |
| Remaining customers | 200 − 10 | 190 |
How to check the result
Define loss explicitly: subscription cancellation or a chosen inactivity threshold. Revenue churn differs from customer-count churn, and monthly and annual rates are not interchangeable.
Frequently asked questions
Do I add new customers to the denominator?
Not for this cohort calculation. Track only those present at the start through the end of the period.
Is retention 100 minus churn?
Yes for this binary definition of the same cohort and period, not for retention metrics using different populations.
Does this convert currencies or import campaign data?
It uses only entered numbers, without import or currency conversion. Align currency, period and metric definitions in your source before entering values.