Churn calculator: what cancellations after the minimum term cost you.
Enter monthly revenue, new clients, minimum term and churn. The calculator shows the average value per client today and at your target.
Your goal, not a promise. We'll work out what's realistic for you on the intro call.
Churn here means the share of clients who neither renew nor upgrade at the end of the minimum term.
For comparison: 25% of agencies say a typical client relationship lasts less than twelve months (SparkToro, State of Digital Agencies 2025, 376 agencies).
- Today$18,000
Avg. value per client · Avg. lifetime 12 months
After 6 months, 10 of 20 clients renew.
- At your target$30,000
Avg. value per client · Avg. lifetime 20 months
After 6 months, 14 of 20 clients renew.
Extra revenue from one year of new clients, if you hit your target
+$240,000
- Today: 20 clients × $18,000 = $360,000
- At your target: 20 clients × $30,000 = $600,000
An example based on your inputs, not a forecast. Churn is already built into the average value per client: clients who cancel only pay for the minimum term, clients who renew keep paying (avg. lifetime = minimum term ÷ churn). The defaults are sample values, not industry benchmarks.
The formula and background are explained in How to calculate and reduce client churn rate
Sales is working. Revenue per client isn't.
Most agencies know exactly how to win clients. Almost nobody measures what happens after the contract is signed. That's where the money goes.
Closing
Full pipeline, good calls, yet a chunk of it never converts. Nobody runs the numbers on what that costs.
Onboarding and delivery
You sold speed and results. The client experiences something else, goes quiet and cancels after month three.
Renewal and upsell
The work is good. Still, few clients renew, and hardly anyone grows past the starter package.
More leads hide the problem. They don't fix it.
Before you buy more leads: go after the revenue that's already in your client base.
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