The formula for calculating gross revenue churn is very similar to customer churn: Identify the total amount of revenue lost during a specified period of time (a month, quarter, or year). 10% logo churn versus 92% revenue churn tells two very different stories. Here’s how the run rate formula looks: Example of revenue run rate Gross Revenue Churn Rate. 1. The other type of churn rate calculation used by subscription businesses is revenue churn rate. Revenue Churn. Revenue Churn is a measure of the lost revenue. If you made $15,000 in revenue for each month, your annual run rate would be $15,000 x 12, or $180,000. Therefore, the churn rate of the company for the period of one month is 4%. Net revenue churn rate formula (Churned MRR - Expansion MRR) ÷ Starting MRR 30 days ago x 100. Revenue churn rate assuming it was the $1k/mo customer that cancelled would be $1000/$1090 or 92% churn. Churn rate = 4%. If you want to know the difference between what you gained and lost, you’re going to need to calculate your net revenue churn rate. To calculate run rate, take your current revenue over a certain time period—let’s say it’s one month. David Skok’s in-depth article about negative churn shows how a low initial churn rate can equate to significant losses in the long run if not improved. Like most subscription metrics, there is no universal definition. Example: Started with $30.000 per month, and lost $1000 recurring revenue. Divide that number by how much revenue you started with in that specified period of time. For example, If a company had $300,000 MRR at the beginning of the month, $250,000 MRR at the end of that month, and $70,000 MRR in upgrades from existing customers, the net monthly revenue churn rate would be -6.6% . $$\text{% Customer churn rate}=\frac{(20-18)}{20}=\frac{2}{20}=10\%$$ Revenue Churn. The churn rate formula is of great importance in the companies that are having their business based on the subscribers, i.e., company, which generates most of its revenue from the subscription fees received from its customers. In contrast to customer churn rate, which looks at whether a customer is still a subscriber with you, revenue churn rate looks at whether a given cohort of recurring revenue has been retained over a given time period. Revenue Churn Rate. The churn of income is 3.3%. Relevance and Uses. Multiply that by 12 (to get a year’s worth of revenue). Revenue Retention Cohort Analysis Revenue churn (also known as "MRR churn rate") is used to look at the rate at which monthly recurring revenue (MRR) is lost, as a result of churned customers and downgraded subscriptions. This is also referred to as “Logo Churn.” Calculation: (Customers churned in period/Customers at the start of the period) Calculation 2: Gross Revenue Retention Rate vs. Net Revenue Retention Rate. 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