The percentage of customers who stop buying from you in a given period.
Churn rate measures how fast you're losing customers. If you have 200 customers at the start of the month and 10 cancel or stop buying, your monthly churn is 5%. High churn means you're constantly refilling a leaking bucket — spending on acquisition while losing the customers you already have.
Churn Rate % = (Customers Lost ÷ Customers at Start of Period) × 100Churn is the silent killer of growth. You can acquire 100 new customers a month, but if 80 leave, you're treading water. A 1% monthly churn means you lose about 12% of your customer base per year. A 5% monthly churn means you lose half your customers every year — which requires enormous acquisition just to stay flat.
Upload your customer or subscription data. Ask "What is my customer churn rate?" AskBiz calculates monthly and annual churn, identifies which customer segments churn most, and flags the point at which customers typically churn — giving you a target for intervention.
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A subscription box company asks AskBiz to analyse churn. Overall monthly churn is 4.2%. But AskBiz identifies that customers acquired through paid social churn at 7.8% while word-of-mouth customers churn at only 1.9%. The company shifts acquisition budget toward referral incentives.
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For SaaS and subscriptions, under 2% monthly (under 22% annually) is considered acceptable. Under 0.5% monthly is excellent. For retail, the equivalent metric is customer return rate — over 40% returning customers is healthy.