Revenue Churn Calculator
Different from customer churn, and often worse.
Revenue churn
8%
against 6% customer churn
Revenue churn exceeds customer churn, which means the customers leaving are worth more than average. That is the more serious pattern — losing your best accounts while the headcount looks stable.
How the Revenue Churn Calculator works
Revenue churn exceeding customer churn means the accounts leaving are worth more than average — losing your best customers while the headcount looks stable. That is the more serious of the two patterns and it only shows up when both are measured.
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price — check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
How does revenue churn differ from customer churn?
Customer churn counts accounts; revenue churn counts money. Losing 5% of customers who happen to be your smallest is not a 5% revenue loss.
What does it mean if revenue churn is higher?
That larger accounts are leaving disproportionately. It is usually a symptom of the product not scaling with the customer, or of service quality dropping at the top end.
Should downgrades count?
Yes, as contraction. A customer halving their plan is losing you the same revenue as half a customer leaving, and excluding it flatters the number.
Which should I report?
Both. Revenue churn drives the financial model; customer churn drives the product and support conversation. They answer different questions.