Free · by GainTraceTurn a churn percentage into the number your exec team can't ignore · then download it as a board-ready slide.
At 12% churn on $8M ARR, this is the revenue that cancels before your team grows a single dollar.
Cancellations + downgrades, before any upsells (finance calls this gross churn)
Growth from customers who stayed (aka expansion)
Your numbers never leave this tab · calculations run entirely in your browser.
A churn rate is easy to nod at. The dollar figure GainTrace's free calculator puts behind it, with three years of compounding, is not.
ARR that walks out this year, the 3-year compounding drag · churned dollars stop renewing and stop expanding · and the acquisition spend written off with every lost logo.
The new ARR your sales team must book every year just to replace churn, before the company grows by a single dollar. Often the most persuasive line on the slide.
What a single point of churn improvement is worth over three years, priced from your own ARR and rate · the number that turns a retention project into a budget line.
GainTraceFree toolThe three layers the calculator prices from your own ARR and rate.
Your rate lands in a band from best in class (under 5%) to leaky bucket (over 15%), built from NetSuite, Churnkey, CustomerGauge, and Recurly research · all cited below.
Where your revenue ends up over three years against the 1-point-better path, drawn live as you type. Watch the gap between the two bars widen · that gap is the argument.
Download a clean 16:9 board slide with your numbers, the curve, and the benchmark sources in the footer. Drop it into the deck as-is.
GainTraceFree toolNetSuite · Churnkey · CustomerGauge · Recurly · cited under Methodology below.
Enter ARR and your gross churn rate. Add CAC and growth target if you want the full picture.
The model compounds the loss over three years and prices what a 1-point improvement is worth.
Download the board slide with your numbers, the curve, and the benchmark position.
ARR times gross churn · the direct cost, computed as you type with no submit button.
Churned revenue stops renewing and stops expanding, so the 3-year cost is bigger than 3 times the annual loss.
The bookings needed each year purely to replace churn · the treadmill number for the sales-led counterargument.
The three-year value of one point of churn saved, from your own inputs.
Add customers lost and cost to win one, and the written-off acquisition spend joins the slide.
Best in class, healthy, typical, leaky · your position marked, sources cited under Methodology.
Your revenue trajectory vs. the 1-point-better path over three years, side by side.
Type 8m, $120k, or 85,000 · all parse. Formatted on blur, exact underneath.
One click, one PNG, sized for the deck, with sources in the footer.
Your ARR and churn rate are never uploaded or stored.
See the same churn inside your full retention picture, account by account.
Overload churns quietly. Check whether the book fits the team.
Scoring accounts before the renewal call, explained.
What teams actually run when an account goes red.
Customer churn is the revenue and customers a subscription business loses when accounts cancel or downgrade. It is measured two ways: customer churn rate (the share of customers lost in a period) and revenue churn rate (the share of recurring revenue lost, which weights big accounts properly). B2B SaaS manages revenue churn, because losing one enterprise account can outweigh keeping fifty small ones.
Customer churn rate = customers lost in the period ÷ customers at the start × 100. Revenue (gross) churn rate = ARR lost to cancellations and downgrades ÷ starting ARR × 100. In both cases, exclude customers or revenue won during the period: churn is measured against what you started with.
Example: start the year with 400 customers and $8.0M ARR; lose 48 customers holding $960k. Customer churn is 12%, and gross revenue churn is also 12%. This calculator then prices that rate: the annual loss, the 3-year compounding drag, and the new bookings needed just to stand still.
Published benchmarks put healthy annual gross revenue churn at 5 to 7% for mature companies selling to enterprise, 10 to 15% as typical across the broader market, and SMB-heavy books structurally higher. Recurly's cross-subscription research observes similar distributions, updated monthly.
| Band | Annual gross churn | Read |
|---|---|---|
| Best in class | under 5% | Mature enterprise SaaS |
| Healthy | 5 to 8% | Retention is a strength |
| Typical | 8 to 15% | The broad-market midpoint |
| Leaky bucket | over 15% | Growth spend refills a leak |
Sources: NetSuite · Churnkey · CustomerGauge · Recurly Research · full citations under Methodology.
The cancelled ARR is only the first layer. Churned dollars also stop renewing and stop expanding, so the three-year cost compounds well past three times the annual loss. The acquisition spend on churned logos is written off. And sales must book that much new ARR every year before the company grows by a single dollar, which is the number this calculator computes as your stand-still ARR.
Most churn is visible months before the cancellation lands in billing: usage decline, a champion leaving, unresolved support escalations, failed payments. Reducing it means scoring accounts against those signals continuously, routing the risk to the owner while there are still weeks of runway, and running save plays early instead of discount calls late. That pipeline, from signal to save, is the job GainTrace automates.
Benchmarks in this tool come from published research, cited below with what each is used for. Model assumptions are visible and editable in the tool itself.
5 to 7% annual churn cited as the benchmark for mature SaaS.
10 to 15% annual churn as a healthy range for the broader market.
B2B churn medians by industry segment.
Observed churn distributions across subscription businesses, updated monthly.
GainTraceGainTrace is the customer success platform behind these calculators: one explainable health score per account from product, billing, support, and CRM data. Live in days, no dedicated admin to hire.
Failed payments, downgrade patterns, and contraction signals surfaced per account, before they become a row in a churn calculator.
Learn moreUsage, billing, support, and CRM history on one account page, so every number on this page arrives with its story attached.
Learn moreChurn and expansion scored per account with the reason in plain language, weeks before the renewal call.
Learn more
GainTraceGainTrace scores every account for churn risk before the renewal call, with the reason attached. Live in days, no admin to hire.
Free plan · 25 tracked accounts · no credit card.
Paste accounts (then vs. now) → NRR, GRR, the board bridge, and which accounts moved the number.
Paste accounts (then vs. now) → your keep rate, the retained-revenue bridge, and where the floor eroded.
Enter your book and touch model. Get a load verdict vs. published benchmarks and how many more CSMs the book needs.