HubSpotCRM & MarketingCustomer Churn Analysis
Customer churn analysis measures the rate at which customers stop doing business with you over a defined period. It examines churn by segment, reason, tenure, and value to uncover actionable patterns in customer attrition.
HubSpot metric
Churn Rate = (Customers Lost in Period / Customers at Start of Period) x 100
Customer churn analysis measures the rate at which customers stop doing business with you over a defined period. It examines churn by segment, reason, tenure, and value to uncover actionable patterns in customer attrition.
Full guide: definition, formula, and benchmarksHow to calculate Customer Churn Analysis
Churn Rate = (Customers Lost in Period / Customers at Start of Period) x 100
Why Customer Churn Analysis matters for HubSpot users
Churn compounds silently. A modest monthly churn rate translates into substantial annual revenue loss, and replacing churned customers costs far more than retaining existing ones. Understanding why customers leave is the first step to reducing attrition.
HubSpot users can correlate churn with deal properties, engagement history, and support ticket data to build predictive models that flag at-risk accounts before they leave.
Driver
Conversion rate
Outcome · 58% contribution
Revenue
Understand and act on Customer Churn Analysis with KPI Tree
Sync HubSpot lifecycle stage changes and deal outcomes to your warehouse. Track churn rate in KPI Tree within a retention tree that links churn to engagement scores, support tickets, and customer lifetime value.
Assign customer success ownership and set alerts when churn rates exceed thresholds for any customer segment or cohort.
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Related HubSpot metrics Ready to add to your trees.
Customer Lifetime Value
CRM & MarketingLTV = Average Revenue Per Customer x Average Customer Lifespan
Customer lifetime value (LTV) estimates the total revenue a customer will generate across the entire duration of their relationship with your business. For HubSpot users, it aggregates deal values, renewals, and upsells tracked in the CRM.
View metricCustomer Support Ticket Analysis
CRM & MarketingCustomer support ticket analysis tracks the volume, resolution time, category distribution, and outcomes of support tickets managed in HubSpot Service Hub. It provides a comprehensive view of customer issue patterns and support team effectiveness.
View metricMonthly Recurring Revenue
CRM & MarketingMRR = Sum of (Active Recurring Deal Values Normalised to Monthly)
Monthly recurring revenue (MRR) is the normalised monthly value of all active recurring deals in HubSpot. It standardises annual, quarterly, and monthly billing frequencies into a single monthly figure that reflects the predictable revenue run rate.
View metricCustomer Acquisition Cost
CRM & MarketingCAC = Total Sales & Marketing Spend / New Customers Acquired
Customer acquisition cost (CAC) is the total sales and marketing expenditure divided by the number of new customers acquired in the same period. It quantifies the investment required to convert a prospect into a paying customer.
View metricExplore Customer Churn Analysis across integrations
All HubSpot metrics
Activity Volume Per ContactContact Engagement ScoreContact Segmentation AnalysisCustomer Acquisition CostCustomer Lifetime ValueCustomer Support Ticket AnalysisDeal Size DistributionSales Pipeline VelocityEmail Engagement RateForm Conversion RateLead Conversion RateLead Scoring AnalysisLead Source PerformanceMarketing Attribution AnalysisMonthly Recurring RevenuePipeline Stage Conversion AnalysisPipeline ValueQuote-to-Close RateSales Cycle LengthSales Forecast AccuracySales Funnel AnalysisSales Rep Performance AnalysisWin RateWorkflow Automation EffectivenessDeal VelocityEmpower your team to understand and act on HubSpot data
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