Churn Cohort Calculator 2026
Analyse logo churn and revenue churn by customer cohort in monthly and annual views. Cohort analysis reveals whether churn is improving or worsening over time, which cohorts retain best, and where to focus product and customer success investment to reduce churn across your customer base.
Key Inputs
- Cohort start date (month/year of acquisition)
- Starting customer count and MRR per cohort
- Monthly customer losses (logo churn) per cohort
- Monthly revenue losses (revenue churn) per cohort
- Optional: expansion revenue per cohort
What You'll Get
- Logo retention curve by cohort (% of original customers remaining)
- Revenue retention curve by cohort
- Net revenue retention per cohort (including expansion)
- Average logo churn rate and revenue churn rate across all cohorts
- Cohort comparison table: monthly and cumulative views
Important Notes & Benchmarks
SaaS benchmarks 2025: median 12-month logo retention is 80–85% for SMB SaaS, 90–95% for enterprise. Revenue retention is typically higher than logo retention when there is expansion. A negative revenue churn rate means existing cohorts grow in revenue — the hallmark of best-in-class SaaS. Analysing cohorts separately from blended churn reveals whether early churn is a product-fit issue (high churn in months 1–3) or a long-term satisfaction issue (gradual decline after month 12).
Frequently Asked Questions
What is the difference between logo churn and revenue churn?
Logo churn measures the percentage of customers that cancel, regardless of their contract size. Revenue churn (also called MRR churn) measures the percentage of MRR lost from cancellations and downgrades. Revenue churn is more important for financial modelling because losing one large customer has a bigger impact than losing many small ones. Best-in-class SaaS companies achieve negative revenue churn — where expansion revenue from upsells and seat growth exceeds revenue lost from cancellations.
What is a good 12-month cohort retention rate?
For enterprise SaaS, 90–95% logo retention at 12 months is strong. For SMB SaaS, 75–85% is more typical given higher natural customer turnover. Revenue retention at 12 months should ideally exceed 100% (net negative churn). Retention rates below 70% at 12 months indicate a product-market fit or customer success problem that will compound over time and undermine growth.
Why is cohort analysis more useful than blended churn?
Blended churn mixes all customers together and can hide deteriorating trends. Cohort analysis reveals whether churn is improving (newer cohorts retaining better), worsening, or concentrated in specific segments. It also reveals the shape of churn — whether losses happen in the first 90 days (onboarding failure) or gradually over time (product or value delivery failure). Most SaaS boards review cohort retention quarterly.
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