How to calculate MRR, churn and recoverable revenue for your whop (with formulas)

The four numbers every Whop creator should know each month — MRR, logo churn, revenue churn, involuntary churn — and how to compute them from your Whop dashboard.

Whop gives you revenue, sales and member counts. It does not give you the four numbers that tell you whether the business is healthy. Here they are, with the formulas and a worked example. If you would rather not do the math, the Whop churn calculator does it in ten seconds.

1. MRR (monthly recurring revenue)

MRR = sum over active paid memberships of (plan price ÷ months in the billing period).

Weekly plans count for 4.33 weeks per month; annual plans count for price ÷ 12. One-time purchases are not MRR. Trials count as $0 until they convert.

Example: 180 members at $49/mo, 40 at $25/week, 15 at $390/year → 180 × 49 + 40 × 25 × 4.33 + 15 × 32.5 = $8,820 + $4,330 + $488 = $13,638 MRR.

2. Logo churn

Logo churn = paying members lost during the month ÷ paying members at the start of the month.

Count everyone who was active on the 1st and is canceled, expired or past-due-then-canceled by the end of the month. Do not add the members who joined during the month to the denominator.

Example: 235 paying on the 1st, 24 of them gone by the 31st → 24 ÷ 235 = 10.2%.

3. Revenue churn

Revenue churn = MRR lost from those members ÷ MRR at the start of the month.

If the 24 who left were mostly on the $49 plan, revenue churn is higher than logo churn. This is the number that predicts next month's payout.

Example: the 24 members represented $1,470 of MRR → 1,470 ÷ 13,638 = 10.8%.

4. Involuntary churn (failed payments)

Involuntary churn = members lost because a renewal failed ÷ members lost in total.

This is the share of your churn that nobody chose. On most whops it lands between 25 and 40% of churned members. It is also the share you can recover with no discount and no new content, just a fast personal DM — see how to recover failed payments on Whop.

Example: 8 of the 24 left because of a failed payment → 33% involuntary. Recovering 30% of them (the typical outcome of a same-day DM sequence) keeps 2–3 members and about $120–150 of MRR every month, compounding.

Putting it together each month

Number	Formula	Healthy range
MRR	Σ price ÷ period months	growing
Logo churn	lost ÷ start	under 8–10% monthly
Revenue churn	MRR lost ÷ MRR start	close to logo churn
Involuntary share	failed-payment losses ÷ all losses	as low as you can push it

If the involuntary share is above 30%, you have a billing problem, not a content problem, and it is the cheapest problem you will ever fix.

Where to find the data on Whop

In your Whop dashboard, the Customers (members) list can be filtered by membership status — active, past due, canceling, canceled, expired — and exported. Do the count on the 1st of each month and again on the 31st; that is enough for the four numbers above. Benchmarks by niche: what's a normal churn rate for a Whop community.

Or install Retainer and read them off the overview: MRR, MRR at risk, churn (30 days), recovered revenue — computed from your live Whop data, updated at every event.