What is Churned Revenue?
Churned Revenue is the total amount of recurring revenue you've lost due to subscription cancellations in a given period.
It tells you the financial impact of churn, not just how many customers left, but how much money walked out the door.
How is it calculated?
GrowthOptix calculates Churned Revenue by summing the subscription price of all canceled subscriptions that had at least one successful payment.
Formula:
Churned Revenue = Σ (Price of Canceled Subscriptions with Successful Payments)
This includes:
Only subscriptions canceled during the selected period.
Only subscriptions with at least one successful payment (to avoid noise from free or trial accounts).
Why it matters
Churned Revenue gives you visibility into:
The revenue impact of cancellations.
Compare your acquisition efforts.
Customer retention risks across different segments or plans.
Trends that may require changes in onboarding, support, or product experience.
It’s also a key input for Churn Rate (Revenue), a metric you’ll find next to it in GrowthOptix dashboards.
Where to find it in GrowthOptix
You can monitor Churned Revenue across multiple dashboards:
Home Dashboard: High-level view of churn impact.
Churn Dashboard: Detailed analysis of churn trends and causes.
Subscriptions Dashboard:
→ Includes a Churned Revenue Heatmap that visually highlights when and where the biggest churn events occurred, helping you spot patterns by month, plan, or cohort.
Data is refreshed from Stripe and PayPal.
Pro Tip
High churned revenue with low churned subscriptions usually means your most valuable customers are canceling. That’s a red flag worth digging into using the heatmap filters.
Want to see where revenue is leaking?
Use GrowthOptix's Churned Revenue Heatmap to detect churn patterns instantly. Connect your Stripe or PayPal account today and take control of your customer retention.