Report: All Subscriber Churn Rate

The All Subscriber Churn Rate report shows the percentage of all subscribers—both free and paid—who canceled every active subscription they hold during a given period. A subscriber churns when they cancel all their subscriptions and don't reactivate within the same period.

Tracking all subscriber churn—not just paid—gives you a fuller picture of audience retention and early warning signs of product-market fit issues before they hit revenue.

Use Paid Subscriber Churn Rate to track the loss of customers with paid subscriptions only.

What to Know About This Report

• Familiarize yourself with the churn recognition setting in ChartMogul and make sure it’s configured to support your needs.
• Review how ChartMogul handles contraction and churn in the lifecycle of a subscription.
• This report counts customers who cancel all their subscriptions (free or paid) in the period. Customers who cancel all their paid subscriptions get the status Cancelled. Customers who cancel all their free subscriptions become leads (subscribers with no active paid plan). Customers who hold multiple paid subscriptions and cancel only some of them stay Active — their cancellations count as Contraction (a reduction in revenue, not a full churn) and don't appear in this report. Learn more about customer and subscription statuses.
• Toggle between the default (WoW/MoM/QoQ) and year-over-year (YoY) rates. Learn more.

How ChartMogul Calculates All Subscriber Churn Rate

Standard Formula (B2B)

Formula

Example

1. Start of month: 100 customers.
2. During the month: 12 customers churn.
3. Of those 12: one reactivates, one joined during the period.
4. Net churned: 12 − 2 = 10. Churn rate: 10 ÷ 100 = 10%.

Shopify Formula (B2C)

Formula

Example

At the start of Monday, you have 100 active customers. That day, you lose five customers. The next day, you gain ten but lose five customers, leaving you with 100 customers at the end of Tuesday. ChartMogul excludes the new customers gained on Tuesday from the calculation and produces a customer count of 90.

The customer churn rate for this period (Monday – Tuesday) is the sum of each day’s churn: 10.26%:

• Monday’s customer churn rate: (100 − 95) ÷ 100 = 5%
• Tuesday’s customer churn rate: (95 − 90) ÷ 95 = 5.26%

Churn rate for the current period

When calculating churn rate for a period that hasn’t ended yet, ChartMogul uses the following formula to estimate churn rate at the end of the period:

(total number of days in the period ÷ number of days passed in the period) × real churn rate

How to Read the Report Data Table

The Report Data table for All Subscriber Churn Rate is laid out differently from other reports. Here's what each column shows:

• Starting Customers — The number of free and paid subscribers who were active at the start of the report interval.
• Churned Subscribers — The number of free and paid subscribers who churned during the report interval and were still canceled at the end of the period.
• Subscribed & Churned — The number of free and paid subscribers who subscribed and churned within the report interval. This is shown for informational purposes only, as it doesn't impact the metric.
• Churned & Reactivated — The number of free and paid subscribers who churned and reactivated within the report interval. This is shown for informational purposes only, as it doesn't impact the metric.
• Paused — The number of free and paid subscribers whose subscriptions were paused during the report interval.
• Unpaused — The number of free and paid subscribers whose subscriptions were unpaused during the report interval.
• Customer Churn Rate — The percentage of free and paid subscribers who have canceled all of their subscriptions in the report interval.
• Change — The increase or decrease in Customer Churn Rate from the previous report interval, shown as a percentage.

Next Steps

• Explore the other churn rate reports in ChartMogul.
• See which customers are scheduled to churn using the CMRR report.
• Read our blog post: What Is a Good Customer Churn Rate?