Compare retention only when your customer population, period, and churn definition match. Segment results by cohort, customer type, contract, and plan.
Published churn ranges often use different periods, segments, and definitions. Use an external dataset only when it documents a comparable sample and method.
Customer, or logo, churn is the percentage of customers lost during a period relative to customers at its start. It helps identify changes in account retention.
Revenue churn measures recurring revenue lost from existing customers. Use it alongside customer churn because losing a large account and losing a small account can have very different revenue effects.
This ChartMogul table reports year-over-year customer retention, the complement of annual customer churn. It is not a monthly churn table.
| Monthly ARPA | Top quartile | Median | Bottom quartile |
|---|---|---|---|
| Under $25 | 56% | 41% | 29% |
| $25–100 | 69% | 55% | 38% |
| $100–250 | 75% | 63% | 50% |
| $250–500 | 76% | 65% | 48% |
| $500–1,000 | 79% | 69% | 52% |
| $1,000+ | 77% | 65% | 42% |
Source: ChartMogul SaaS Billing Report 2025. The report covers 2,500 SaaS companies and analyzes retention during 2024; individual ARPA-group counts are not given. This chart excludes companies under $300,000 ARR and companies that offer only one billing model. Use only for comparable SaaS monthly-plan cohorts.
Calculate gross churn before expansion revenue offsets losses. Net revenue retention and net revenue churn provide the combined view when customers expand or contract.
For example, if a business starts a month with 100 customers and loses five, its monthly customer churn is 5%. If it then begins the next month with 95 customers and loses five, churn is about 5.3%. The denominator should be the customers at the start of each period.
Do not use a net revenue result as a substitute for customer churn. The measures answer different questions and can move in different directions.
Break churn down by acquisition cohort, channel, customer size, use case, product plan, and contract term. Look for where losses are concentrated before deciding what to investigate or change.
Annual and monthly contracts may produce different observed churn patterns because renewal timing, payment timing, and customer mix differ. Compare plans over equivalent periods and account for the selection effects in who chooses each plan.
Early churn can reveal a mismatch between the product and a customer segment. Review retention by cohort together with customer feedback, adoption, and acquisition economics before drawing a conclusion.
Use the free calculator to measure customer and revenue churn, then compare results across consistent cohorts.
Track both when possible. Customer churn shows account retention; revenue churn shows the value lost. State the definition and period whenever you compare results.
Compare cohorts with the same business model, customer segment, period, and definition. A broad industry range without those details is not enough to judge performance.