Free toolsSubscription revenue calculator
Subscription revenue calculator MRR, churn and LTV
For subscribe-and-save products: see your recurring revenue, how long subscribers stay and what each one is worth.
Change any number and the results update. Everything stays in your browser; nothing is saved or sent.
How to use the subscription calculator
- Enter your monthly subscription price and how many active subscribers you have.
- Add your monthly churn: the share of subscribers who cancel each month.
- Add your gross margin and other costs per shipment.
- Add how many new subscribers you win each month.
The formulas
- MRR (monthly recurring revenue) = price × active subscribers.
- Average subscriber lifetime = 1 ÷ monthly churn. At 8% churn, subscribers stay about 12.5 months.
- Subscriber lifetime value = gross profit per shipment × lifetime in months.
How to grow subscription revenue
Lowering churn usually beats winning more subscribers: a drop from 10% to 7% churn makes every subscriber worth about 40% more. Make skipping and pausing easy, send a reminder before each shipment, and give subscribers a small extra (a gift, early access) so they stay.
More: subscribe and save and other ways to raise order value.
FAQ
What is a good churn rate for a subscription product?
Lower is better, and it varies a lot by product. Track yours month to month and work on the reasons people cancel.