Churn is the silent killer of creative businesses. This calculator shows you both client churn (how many clients leave) and revenue churn (how much money walks out the door).
Enter the number of clients you had at the start of the period and how many you lost during that period. A "lost" client is one who stopped working with you entirely, not one whose project simply finished.
Revenue churn is often more telling than client churn. Losing one large client hurts more than losing three small ones. Enter your total recurring revenue and the revenue lost from churned clients.
Benchmarks for creative businesses (monthly churn rates).
| Monthly Churn | Rating | Meaning |
|---|---|---|
| Under 3% | Excellent | Strong retention. Your clients are sticking around. |
| 3% to 7% | Average | Typical for many agencies. Room to improve through better client experience. |
| Above 7% | Concerning | You are losing clients faster than most businesses can replace them. Investigate the root causes. |
Pick the strategies most relevant to your situation. Reducing churn by even 1% to 2% can have a massive impact on annual revenue.