Act on the result
Choose whether to reduce churn, replace accounts or adjust acquisition spend after validating the entered rates against one cohort.
Educational only: Business decision support, not accounting, tax or legal advice.
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Update policy: Reviewed when formulas or official dependencies change.
Scope: Market-neutral small-business planning using your own assumptions.
What this planner helps you decide
Best for
Subscription businesses separating account churn from recurring-revenue churn.
Outputs
Churned accounts and MRR, annual contribution loss, replacement acquisition cost and total annual impact.
Start here
Enter logo and revenue churn independently, then use your own contribution margin and replacement CAC assumptions.
Use a different tool when: Do not use this to test whether a proposed retention improvement covers its programme cost for one cohort; use Customer Retention Profit Impact Planner for that decision. Use this tool to keep logo and revenue churn separate while estimating annual contribution and replacement acquisition impact.
Cash & growth
Subscription Churn Impact: churned accounts and mrr
Churned accounts and MRR, annual contribution loss, replacement acquisition cost and total annual impact.
Amounts use the same currency as your inputs. No currency conversion is performed.
Subscription assumptions
Use one cohort, period, currency and contribution basis.
Your numbers stay in this browser
Whole active accounts at the start of the period.
Share of opening accounts expected to leave.
Recurring revenue at the start of the period. Use one consistent currency and period basis.
Share of opening MRR expected to churn.
Contribution share of recurring revenue.
Acquisition cost assumed for each replaced account. Use one consistent currency and period basis.
Decision result
Every displayed value is bound to the registered subscription engine.
- Churned accounts
- 10
- Churned MRR
- 800.00
- Lost annualised contribution run-rate
- 6,720.00
- Replacement acquisition cost
- 5,000.00
- Total annualised impact run-rate
- 11,720.00
| Basis | Volume lost | Annual impact |
|---|---|---|
| Revenue churn | 800.00 MRR | 6,720.00 |
| Logo churn replacement | 10 accounts | 5,000.00 |
Scenario comparison
Each row names the assumption axis changed from the baseline.
ScenarioResultDifference
Entered scenario11,720.00Baseline
Lower Revenue churn rate10,880.00Not available
Higher Revenue churn rate12,560.00Not available
Save these results, change an input, then compare the updated figures with this baseline.
The baseline is temporary in this tab and is not added to shared scenario links or generated reports.
Calculation details
View calculation detailsView the formulas and inputs used for these results.
Churned accounts
Churned accounts
opening accounts × logo churn rate10 unitsResult10
Uses the user-entered cohort, period and currency basis without market defaults. Raw engine precision is retained; display formatting does not feed calculation.
Subscription Churn Impact Planner formulas →Inputs used by these formula steps
- Churned accountsOpening Accounts
- 100
- Churned accountsLogo Churn Rate
- 0.1
- Churned accountsOpening Mrr
- 10,000
- Churned accountsRevenue Churn Rate
- 0.08
- Churned accountsContribution Margin Rate
- 0.7
- Churned accountsReplacement CAC Per Account
- 500
Churned MRR
Churned MRR
opening MRR × revenue churn rate800.00Result800.00
Uses the user-entered cohort, period and currency basis without market defaults. Raw engine precision is retained; display formatting does not feed calculation.
Subscription Churn Impact Planner formulas →Inputs used by these formula steps
- Churned MRROpening Accounts
- 100
- Churned MRRLogo Churn Rate
- 0.1
- Churned MRROpening Mrr
- 10,000
- Churned MRRRevenue Churn Rate
- 0.08
- Churned MRRContribution Margin Rate
- 0.7
- Churned MRRReplacement CAC Per Account
- 500
Lost annualised contribution run-rate
Lost annualised contribution run-rate
churned MRR × 12 × contribution margin rate6,720.00Result6,720.00
Uses the user-entered cohort, period and currency basis without market defaults. Raw engine precision is retained; display formatting does not feed calculation.
Subscription Churn Impact Planner formulas →Inputs used by these formula steps
- Lost annualised contribution run-rateOpening Accounts
- 100
- Lost annualised contribution run-rateLogo Churn Rate
- 0.1
- Lost annualised contribution run-rateOpening Mrr
- 10,000
- Lost annualised contribution run-rateRevenue Churn Rate
- 0.08
- Lost annualised contribution run-rateContribution Margin Rate
- 0.7
- Lost annualised contribution run-rateReplacement CAC Per Account
- 500
Replacement acquisition cost
Replacement acquisition cost
churned accounts × replacement CAC5,000.00Result5,000.00
Uses the user-entered cohort, period and currency basis without market defaults. Raw engine precision is retained; display formatting does not feed calculation.
Subscription Churn Impact Planner formulas →Inputs used by these formula steps
- Replacement acquisition costOpening Accounts
- 100
- Replacement acquisition costLogo Churn Rate
- 0.1
- Replacement acquisition costOpening Mrr
- 10,000
- Replacement acquisition costRevenue Churn Rate
- 0.08
- Replacement acquisition costContribution Margin Rate
- 0.7
- Replacement acquisition costReplacement CAC Per Account
- 500
Total annualised impact run-rate
Total annualised impact run-rate
lost annual contribution + replacement acquisition cost11,720.00Result11,720.00
Uses the user-entered cohort, period and currency basis without market defaults. Raw engine precision is retained; display formatting does not feed calculation.
Subscription Churn Impact Planner formulas →Inputs used by these formula steps
- Total annualised impact run-rateOpening Accounts
- 100
- Total annualised impact run-rateLogo Churn Rate
- 0.1
- Total annualised impact run-rateOpening Mrr
- 10,000
- Total annualised impact run-rateRevenue Churn Rate
- 0.08
- Total annualised impact run-rateContribution Margin Rate
- 0.7
- Total annualised impact run-rateReplacement CAC Per Account
- 500
Inputs used
- Opening accounts
- 100
- Logo churn rate
- 0.1
- Opening MRR
- 10,000
- Revenue churn rate
- 0.08
- Contribution margin rate
- 0.7
- Replacement CAC per account
- 500
Open this calculator with preset values
This calculator supports documented, shareable scenario URLs. Compatible assistants and applications can construct links using the parameters below.
Scenario links contain only allowlisted numeric and closed-choice inputs shown in the URL; Margin101 excludes free text and identifying fields. Anyone you share the URL with can read those numbers, so do not include private or identifying data.
| Parameter | Meaning | Unit | Allowed values | Presence | Default |
|---|---|---|---|---|---|
| contributionMarginRate | Contribution share of recurring revenue. | decimal share of recurring revenue | 0 to 1 | Required | 0.7 |
| logoChurnRate | Share of opening accounts expected to leave. | decimal share of opening accounts/period | 0 to 1 | Required | 0.1 |
| openingAccounts | Whole active accounts at the start of the period. | accounts at period start | 0 to 100000000 | Required | 100 |
| openingMrr | Recurring revenue at the start of the period. Use one consistent currency and period basis. | currency units/month at period start | 0 to 10000000 | Required | 10000 |
| replacementCacPerAccount | Acquisition cost assumed for each replaced account. Use one consistent currency and period basis. | currency units/replaced account | 0 to 10000000 | Required | 500 |
| revenueChurnRate | Share of opening MRR expected to churn. | decimal share of opening MRR/period | 0 to 1 | Required | 0.08 |
Subscription Churn Impact: churned accounts and mrr
Use the two churn measures separately: account loss drives replacement count while revenue loss drives contribution impact.
Formula summary
- Primary formula
- annualised run-rate impact = churned MRR × 12 × contribution margin rate + churned accounts × replacement CAC
Data used here
- The estimate uses your inputs and the general business formula documented in the methodology.
Decision checks
Stress-test the decision
Test higher revenue churn and replacement CAC without forcing logo and revenue churn to match.
When this estimate can be misleading
- Logo churn and revenue churn are independent user assumptions and are not interchangeable.
- Replacement CAC is optional scenario logic; the workflow does not claim every churned account must be replaced.
- Use one cohort, period, currency and contribution basis.
- This is educational decision support, not financial, tax, legal or accounting advice.
- Use the two churn measures separately: account loss drives replacement count while revenue loss drives contribution impact.
Educational estimate, not advice. See all assumptions & limitations →
Related reading
Guides to interpret the decision and its assumptions.
- SaaS Unit Economics: Contribution, CAC, Churn and Cash
Connect contribution, acquisition cost, retention and cash timing while keeping cohort and horizon boundaries explicit.
Read guide - How to Review Subscription Churn by Cohort
Define a comparable subscriber cohort, reconcile churn events and test one measurable retention change without assuming causation.
Read guide - Churn Reduction vs More Acquisition
Compare bounded retention and acquisition interventions on the same cohort, contribution and evaluation horizon.
Read guide
Frequently asked questions
How do I keep logo and revenue churn separate while estimating annual contribution and replacement acquisition impact?
Choose whether to reduce churn, replace accounts or adjust acquisition spend after validating the entered rates against one cohort.
Which planning assumptions should I stress-test?
Compare a plausible alternative scenario and verify the decision-critical assumption that changes the plan most.