Work out your client churn rate
Enter clients at the start, clients lost and clients won. Get churn, retention, the average client lifetime and the revenue each lost client takes with it. Free, no account.
Your client churn
Example inputs, pre-filled so you can see how it works. They are not typical churn, fees or margins: replace every number with your own.
You lost 2 of 20 clients, a churn rate of 10% over 1 month (10% a month). Retention is 90% and the average client stays 10.0 months.
- Churn: 2 lost ÷ 20 at the start = 10%
- Your client base grew: 20 − 2 + 3 = 21 clients, worth $16,800 a month at this fee.
- Average lifetime: 1 ÷ 10% monthly churn = 10.0 months. At $800 a month that is $8,000 of revenue and $4,800 of gross profit per client.
Copy the numbers
This is arithmetic on your numbers. It does not say what churn is normal for your kind of business, and it assumes churn stays at this rate. Clients won during the period are not counted in the churn rate, which is the usual way to measure it. Gross margin here means what is left after the cost of serving the client.
How churn is worked out
Churn is the share of clients you had at the start of the period that left by the end. Monthly churn spreads that over the months in the period, and the average client lifetime is one divided by the monthly churn. A client base that loses 2 of every 20 clients in a month, for example, is losing a tenth of its clients every month. These are the same sums for any period, so you can compare a quarter with a month.
- Count a client as lost when they stop paying, not when they stop answering.
- Measure the same way each period so the trend means something.
- Compare the lost fees with what a new client costs you to win.
Keep the client base full
Lower churn helps, and new clients replace the ones you lose. Search 67Leads by trade and city, or start with businesses with an owner email, businesses with few reviews and low rated businesses.
Get 67 leads free No card. Search free with contacts masked.
Customer lifetime value calculatorWin-back email generatorAgency profit margin calculatorCost per lead calculatorAll lead lists67Leads pricing
Questions
Divide the clients you lost in a period by the clients you had at the start of it. Clients won during the period are not counted.
One divided by monthly churn. At 10% monthly churn that is 10 months. It assumes churn stays the same.
It depends on your work, your clients and your contracts, and we do not state a standard. Track yours over time.
No. It uses only the numbers you enter.
No. It fills templates with what you type and makes no network calls.
No. The result is written when the page is served and not saved.
More free tools
Local business counterNo-website business finderLead list previewCold email template generatorCold call objection handlerLocal SEO audit checklist generatorAgency client onboarding checklist generatorLocal citation list builderLocal keyword generatorNo-website pitch email generatorDiscovery call questions generatorGoogle Business Profile post generatorGatekeeper script generatorDoor-to-door sales script generatorAppointment setting script generatorSMS follow-up template generatorWebsite audit email generatorAgency profit margin calculatorLeads needed calculatorRetainer vs project pricing calculatorFacebook ad copy generator for local servicesLocal landing page outline generatorWebsite maintenance plan pricing calculatorReferral request script generatorCold email subject line generator for local businessesClient report template generatorGoogle Ads budget estimator for local tradesProposal follow-up email generatorWin-back email generator for lost clientsService pricing sheet generatorTrade website copy generatorAbout us page generator for local businessesTestimonial request message generatorCase study template generatorFreelancer and agency commission split calculatorAll Calculators & planning toolsAll tools