Work out your client or revenue churn rate for any period - and see what it's costing you in lifetime value.
Churn rate calculator
Plug in your numbers - it updates as you type.
The rate at which clients (or recurring revenue) leave over a period. For agencies, lower churn compounds into far higher lifetime value.
For example, if an agency starts the quarter with 20 retainer clients and loses 2, that is a 10% client churn rate for the quarter. It is worth tracking in revenue terms too: losing two $3,000 retainers is $6,000 of monthly recurring revenue walking out the door.
Why it matters to agencies: churn is the leak in the bucket. Because retainers compound, even a few points of lower churn dramatically increases each client's lifetime value - and it is almost always cheaper to keep a client than to win a new one.
Client churn rate = clients lost in period ÷ clients at start of period × 100
Track revenue churn the same way, using MRR lost ÷ MRR at the start of the period.
Lower is always better, and the trend matters more than any single number - because retainers compound, even small reductions in churn meaningfully raise lifetime value.
The rate at which clients (or recurring revenue) leave over a period. For agencies, lower churn compounds into far higher lifetime value.
Divide the clients (or MRR) lost in a period by the count at the start of that period, then multiply by 100.
Lower is always better; because retainers compound, even small reductions in monthly churn meaningfully raise client lifetime value.
Client churn counts logos lost; revenue churn counts MRR lost - which can differ sharply if your largest or smallest clients are the ones leaving.
Forge builds your client-health dashboard and looks after it - tracking churn live for your whole agency, built around the tools you already use. No spreadsheets, no code on your side.