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Retention
Cost of Churn Calculator
What churn costs you, and what keeping users is worth.
See what churn really costs you. Enter your subscribers, ARPU, monthly churn, annual-plan mix, and acquisition cost — the calculator shows what you would spend replacing lost subscribers at ad prices, the lifetime value walking out each month, how much is just recoverable failed payments, and what one point less churn is worth. Retention is acquisition at a ~90% discount.
Cost of Churn Calculator
What is churn costing you — and what is keeping those users worth?
Paying subscribers
ARPU (monthly $)
Monthly-plan churn6%
Share of revenue on annual plans50%
Cost to acquire a paying sub ($)
Involuntary (failed-payment) churn30%
Model a churn cut of (points)1 pt
Cost to replace churn
Churn is costing you about $23K/mo to replace at ad prices
What you would spend on ads just to refill the subscribers you lose each month — before growing at all.
Subscribers lost / mo
375
At your blended churn (monthly + annual mix).
Lifetime value walking out / mo
$140,000
Every churned subscriber takes their remaining lifetime value with them.
Recoverable / mo
~68
Roughly this many losses are just failed payments — recoverable with dunning, not a real cancellation.
Cut churn 1 point → LTV rises to $509 (+36%), ~100 subs/mo kept.
A small retention gain compounds: one point of churn changes what every subscriber is worth.
Acquiring a subscriber runs $30–150. Keeping one works out to cents. Retention is acquisition at a ~90% discount.
A 5% retention gain beats a 20% install increase. Illustrative — AppDNA Growth Framework.
This is the revenue retention is worth. Talk to a Growth Architect about turning it into a concrete plan for your app.
Discuss your numbers
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