How to Accurately Calculate Customer Churn in HubSpot

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Customer churn, or abandonment rate, is a crucial metric for any business that offers recurring services or products. Understanding and accurately measuring this metric is essential to maintaining a healthy customer base and optimizing retention strategies. HubSpot, a comprehensive CRM and marketing platform, offers a variety of tools to calculate and analyze customer churn.

In this article, we'll explore how you can use HubSpot to accurately measure churn and improve your retention strategies.

What is customer churn?
Customer churn refers to the percentage of customers who stop using your products or services over a specific period of time. Calculating and understanding this metric allows you to identify problems in your service, improve customer satisfaction, and optimize your retention strategies.

Importance of measuring churn
Problem Identification: Detecting high churn rates can point to problems with your product, service, or customer service.

Strategy australia telegram users mobile phone number list Optimization : Understanding the reasons behind churn allows you to adjust marketing and sales strategies.

Improved retention : By reducing churn, you increase customer retention, which translates into increased revenue and sustained growth.

How to create a customer experience program

How to calculate customer churn in HubSpot
1. Set up your CRM to track churn
To calculate churn in HubSpot, you need to make sure your CRM is set up to track the necessary information. This includes data on customer acquisition, contract length, and service completion.

In HubSpot, you can create custom properties to track churn-specific information. For example:


Make sure all relevant data is up to date in your CRM. This may involve integrating other customer management systems with HubSpot to get a complete view of customer activity.

4. Calculate the churn rate
The basic formula for calculating churn is:

Churn Rate = (Customers at the beginning of the period / Customers lost during the period) × 100

In HubSpot, you can use custom reports to get this data.

Navigate to Reports > Custom Reports.
Select the relevant properties (for example, contract start and end date).
Filter the data for the specific period you want to analyze.
Calculate the number of lost customers and divide by the number of customers at the beginning of the period.
5. Analyze the results
Once you have the churn rate, analyze the results to identify trends or patterns. Are there certain times of the year when churn is higher? Do certain products or services have higher churn rates?

6. Implement retention strategies
Use the insights you gain to implement retention strategies. This may include improvements in customer service, changes to products or services, or loyalty programs.