Cost of Churn Calculator
Put a dollar figure on the customers you lose.
COST OF CHURN
$24,000
in lifetime revenue lost
Cost of churn = customers lost × average LTV. Using LTV captures the full future revenue you gave up.
What is Cost of Churn?
The cost of churn translates lost customers into lost dollars by multiplying them by the value you'd have earned. It makes the case for investing in retention concrete.
Cost of churn = customers lost × average LTV
How to read your result
- Using LTV (not one month's revenue) captures the full loss.
- Small churn rates can hide large dollar losses at scale.
- Compare the cost of churn to the cost of a retention program.
- Reducing churn compounds — saved customers keep paying.
Frequently asked questions
Why multiply by LTV instead of monthly revenue?
Because a churned customer costs you all their future revenue, not just one month. Using lifetime value reflects the true loss.
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