# Average Churn Rate

**What is it:** The percentage of subscribers who cancel their subscription over time.

**Why it matters:** A high churn rate signals potential problems with plugin satisfaction, onboarding, or value delivery. Tracking it helps you improve retention and maintain stable recurring revenue.

**How is it calculated:** Each month, we calculate the percentage of subscribers who left compared to the total from the previous month. Then we average those monthly rates across all months in the selected period.

*Note: Please keep in mind that no churn can be measured for the first month of uploaded data, as to calculate churn you always need data for a previous month.*


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