Measure customer and revenue churn in one structured Excel workbook, then review how retention performance changes from month to month across a 24-month reporting view.
The Annual Churn Rate Calculator is designed for SaaS founders, operators, revenue teams, and investors who need a consistent way to record customer movement and revenue movement. Enter monthly new customers, churned customers, new revenue, and churned revenue; the workbook organizes the resulting customer and revenue waterfalls, calculates churn rates on both bases, and presents the trends in a report that supports historical review, forecasting, and forecast-versus-actual variance analysis.
Separate logo and revenue churn
Review customer-based churn independently from revenue-based churn so a change in account count is not confused with a change in recurring revenue quality.
Follow monthly retention movement
Keep customer, revenue, and churn figures in a time-series format that makes shifts in the retention pattern easier to identify.
Compare expectations with results
Use the historical and forecast workflow to examine whether actual churn develops above or below the level anticipated in the plan.
What does this template help you analyze?
Customer churn and revenue churn answer related but different operating questions. The workbook keeps both measures visible, helping users evaluate whether subscriber losses, downgrades, or lost monthly recurring revenue (MRR) are changing the quality of growth.
Customer movement: organize new customers, churned customers, and the resulting active customer total by month.
Revenue movement: record new revenue and churned revenue alongside the resulting active revenue balance.
Customer-based churn: calculate and track the percentage churn measure tied to customer activity.
Revenue-based churn: calculate and track the percentage churn measure tied to lost revenue rather than account count.
Historical and forward-looking patterns: maintain past figures and forecast future customer and revenue churn rates in the same analytical structure.
Plan variance: compare forecasted churn with actual outcomes to identify periods that require a closer retention or revenue review.
What is inside the workbook?
The verified workbook views show a monthly input-and-calculation area plus a separate report. The input view uses highlighted cells for the operating figures supplied by the user, while calculated rows organize active totals and churn percentages. The reporting view converts the monthly series into separate customer-basis and revenue-basis charts across 24 months.
Monthly operating inputs
Enter new customers, churned customers, new revenue, and churned revenue for each period in the highlighted input rows.
Waterfalls and calculated rates
Review active customer and active revenue totals together with customer-based and revenue-based churn percentages.
24-month visual report
Use two separate charts to follow the direction and magnitude of customer churn and revenue churn without combining the measures.
The monthly worksheet groups customer inputs, revenue inputs, active totals, and the two calculated churn-rate series in one view.
Connect operating activity to churn percentages
The input sheet places new and churned activity above the calculated active balances and percentage rates. This layout helps the user trace a change in the reported churn rate back to the underlying customer or revenue movement for that month instead of reviewing a percentage in isolation.
The report displays customer-basis churn and revenue-basis churn as distinct monthly charts over a 24-month period.
See whether the two churn measures move together
The report keeps customer churn and revenue churn in separate panels. That distinction is useful when a similar number of customers can represent very different revenue exposure, or when downgrades and cancellations affect revenue more strongly than the customer count alone suggests.
How do you use the template?
Set the monthly timeline
Work through the periods in sequence so customer and revenue movement remains comparable from one month to the next.
Enter customer activity
Record new customers and churned customers in the highlighted rows for each applicable month.
Enter revenue activity
Add new revenue and churned revenue for the same periods, using a consistent revenue definition throughout the workbook.
Review calculated outputs
Check active customer totals, active revenue totals, and the separate customer- and revenue-based churn percentages.
Use the report for decisions
Examine the 24-month charts and any forecast-versus-actual variance to focus retention analysis on the periods with the largest changes.
Who is this template for?
This workbook is appropriate for subscription and recurring-revenue businesses that track customers and revenue by month. SaaS founders can use it for management reporting; finance and revenue operations teams can maintain a consistent churn series; customer success leaders can connect retention outcomes to customer movement; and investors or analysts can use the report to review growth quality. It is most useful when the business can supply reliable monthly customer and revenue figures and wants a focused churn analysis rather than a full cohort-retention or company-wide financial model.
Churn becomes more informative when it is reviewed with acquisition economics. Use the CAC to LTV Ratio Calculator to relate customer acquisition cost to lifetime value, the LTV Calculator for a focused customer lifetime value analysis, and the CAC Payback Calculator to examine how quickly acquisition spending is recovered. For a broader view of recurring-revenue growth efficiency, the SaaS Magic Number Calculator can complement the retention analysis.
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