Research to revenue translator

What it costs to
ignore a finding.

You found something. The business does not feel it. So put it in money, and say it in one sentence you can paste into the roadmap meeting.

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Your finding

It is loaded with an example, from a subscription app that does not exist. Type over it with your own.

What the product team wants to do Who your finding is about Written as a group, so the sentence reads properly. Users aged 50 and over. How many of them there are What your finding moves All four end at the same sum. People affected, times the share of them who go, times what one of them pays. The metric changes what that share is called and how the sentence reads.

Your own figure, from your own analytics. Enter it as a range. A range is the thing you can defend when someone asks where the number came from. Low High

For a sense of scale, pick an industry

Across all of them: about 2.34 percent of subscribers cancel in a month, 3.6 percent once failed payments are counted too.

Recurly network data. This is somebody else’s number for somebody else’s product, so it goes next to the field and never into it. Six industries, because that is what this one source covers. Finance and health are not in it.

What one of them pays Quarterly and yearly plans get turned into a monthly figure, since that is how the business reads its revenue whatever the billing cycle says. Currency

Where the number comes from

This is a scenario. It is not a forecast. Research tells you a group is unhappy. It does not tell you how many of them leave over it. So you pick that share yourself, and you pick it as a range.

The whole sum

700,000 people × 1 to 2 percent × €7 a month × 12 months

Where those figures come from

Use your own numbers. Your analytics team has the real figure for your product. A published benchmark is somebody else’s product, so it will not match yours. These two are here for a sense of what normal looks like. Each says what it measured and where it stops applying. One of them I used. The other I did not.

Recurly Research Churn rate benchmarks

What it measured

Monthly subscriber churn across the subscription businesses that bill through Recurly, split into people who cancelled and people whose payment failed.

When

Updated with July 2026 data

Where it does not apply

It is a billing network, so it sees subscriptions and not much else. No sample size is published. It does not cover business contracts coming up for renewal, free accounts that never converted, or anything sold once rather than monthly.
CustomerGauge Average churn rate by industry

What it measured

Annual account churn across eleven business to business industries, from the vendor’s own State of B2B Account Experience research.

When

Published 2025

Where it does not apply

Not used in this tool. It counts companies not renewing a contract rather than people cancelling a subscription, it is annual where everything here is monthly, and it publishes no sample size or method. It is the first result most people find. It answers a different question than this tool asks.

What it costs toignore a finding.

Your finding

Where the number comes from

Where those figures come from

What it costs to
ignore a finding.