DAX Customer Churn Rate Measure

The percentage of last period's customers who did not return this period.

Customers and RetentionAdvancedchurnretentionexcept

DAX code

Customer Churn Rate =
VAR PreviousPeriodCustomers = CALCULATETABLE(VALUES('Sales'[CustomerID]), DATEADD('Date'[Date], -1, MONTH))
VAR CurrentPeriodCustomers = VALUES('Sales'[CustomerID])
VAR ChurnedCustomers = EXCEPT(PreviousPeriodCustomers, CurrentPeriodCustomers)
VAR ChurnedCount = COUNTROWS(ChurnedCustomers)
VAR PreviousCount = COUNTROWS(PreviousPeriodCustomers)
RETURN
    DIVIDE(ChurnedCount, PreviousCount)

Notes

Defined here as month-over-month churn; swap the DATEADD interval to YEAR or QUARTER for a different churn window.

Requirements

How to use this measure

  1. In Power BI Desktop, select the table that should hold the measure and choose New measure on the ribbon.
  2. Paste the code, then replace the placeholder table and column names with your own. The My table names fields above do this for you.
  3. Run it through the DAX Formatter if you want it laid out in your team's style.

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More DAX resources

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