Tools · Interactive

Denominator selector

The same 12 cancellations. Four different groups to measure them against. Pick one and watch the percentage change.

This is the working example from A True Number Can Still Mislead You. The count never changes: 12 customers cancelled. What changes is which group of customers that 12 gets measured against, and the four groups here are genuinely nested, each one sitting entirely inside the next.

Read the full explanation in the article →

Measure the 12 cancellations against:

Opening active customer base
120 customers Selected
Customers exposed to the new price
30 customers Selected
Final renewal outcomes
20 customers Selected
Explicit renewal responses
15 customers Selected

12 ÷ 120 = 10%

Opening-base churn