The Silent Killer of SaaS Growth
Churn is the single most important metric for the long-term viability of a subscription business. You can have the best marketing in the world, but if your Churn Rate is too high, you are filling a leaky bucket.
This SaaS Churn Calculator helps you distinguish between Logo Churn (customers lost) and Revenue Churn (dollars lost). Understanding the difference is vital: a company can have high logo churn but low revenue churn if they are retaining their biggest, most valuable customers.
Logo Churn
The % of customer counts lost. High logo churn usually indicates product-market fit issues or poor onboarding for smaller accounts.
Gross Revenue Churn
The % of revenue lost strictly due to cancellations and downgrades. This represents the total "bleeding" of the business.
Net Revenue Churn
The gold standard. It factors in upsells (Expansion MRR). If Expansion > Cancellations, you have Negative Churn (Growth).
Churn Formulas
Logo Churn Rate
Measures customer retention. Good for assessing product stickiness.
Net Revenue Churn
Measures financial health. Can be negative (which is good!).