Chart: Average Customer Lifespan
The Average Customer Lifespan chart shows how long your paid subscribers stay subscribed, on average. ChartMogul calculates this metric using paid subscribers only — free trials and non-paying users aren't included.
For SaaS businesses, Average Customer Lifespan is a key retention metric. A longer lifespan means more revenue per customer and less pressure to constantly acquire new ones.
If you're new to ChartMogul, get to know how charts work.
Average Customer Lifespan vs. Customer Lifetime Value
Average Customer Lifespan and Customer Lifetime Value are related metrics, but they measure different things about the customer relationship:
- Average Customer Lifespan (ACL) is a measure of time: it tells you how long a customer typically remains subscribed to your product or service.
- Customer Lifetime Value (LTV) is a measure of revenue: it estimates the revenue you’ll receive from an average subscriber over their lifetime.
What to know about this chart
- This chart is available in monthly intervals only.
How Average Customer Lifespan is calculated
Average Customer Lifespan is calculated as 1 divided by the six-month trailing average of the Paid Subscriber Churn Rate. The six-month trailing average is the mean of the churn rates from the previous six months, excluding the current month.
How to read the Chart Data table
The Chart Data table — the detailed data grid below the chart — works differently for Average Customer Lifespan than for other charts. It shows the following columns:
- Customer Churn Rate (6/mo avg) — The mean Paid Subscriber Churn Rate across the previous six months, excluding the current month.
- Customer Lifespan — Average Customer Lifespan: 1 ÷ Customer Churn Rate (6/mo avg).
- Change — The percentage change in Average Customer Lifespan compared to the previous period.
Next steps
- Segment this chart by plan, region or custom attribute to identify which groups of customers tend to stay subscribed the longest.
- Use Customer Lifetime Value (LTV) to check how much revenue you’re likely to receive from an average subscriber over their lifetime.