> ## Documentation Index
> Fetch the complete documentation index at: https://juo.io/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Churn rate

> Churn rate is the share of subscribers who cancel in a period. Learn how to calculate subscription churn and the difference between voluntary and involuntary churn.

> [!NOTE]
>
> The share of subscribers who cancel in a given period.

## What is churn rate

Churn rate is the percentage of [subscribers](https://juo.io/docs/glossary/subscriber.md) who stop subscribing during a period, usually a month. It's the opposite of retention: a 5% monthly churn rate means 95% of subscribers stay each month.

## How to calculate churn rate

**Churn rate = subscribers lost in the period ÷ subscribers at the start of the period**

For example, if you start the month with 1,000 subscribers and 50 cancel, your monthly churn rate is 5%. Don't count new subscribers from the same month in either number.

## Voluntary and involuntary churn

* **Voluntary churn**: subscribers cancel themselves. Reduce it with a [cancellation flow](https://juo.io/docs/glossary/retention-flow.md), [skips](https://juo.io/docs/glossary/skip-renewal.md), [pauses](https://juo.io/docs/glossary/subscription-pause.md) and [product swaps](https://juo.io/docs/glossary/product-swap.md).
* **Involuntary churn**: payments fail and aren't recovered. Reduce it with [dunning](https://juo.io/docs/glossary/dunning.md).

Most subscription churn happens in the first few orders, so look at churn by subscriber age, not only in total.

## Churn in Juo

See [Analytics](https://juo.io/docs/analytics.md) for cohort retention and the [retention guides](https://juo.io/docs/retention.md).


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