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Learn to calculate churn rates with SQL for a monthly subscription service.

Calculating Churn

Now comes the moment we've been waiting for - the actual churn rate. 

We use the number of canceled and active subscriptions to calculate churn for each month:
`churn_rate = canceled / active`

Multiple Month: Churn Rate Calculation

A common revenue model for 
<a href="https://en.wikipedia.org/wiki/Software_as_a_service" target="_blank">SaaS</a> (Software as a service) companies is to charge a monthly subscription fee for access to their product. Frequently, these companies aim to continually increase the number of users paying for their product. One metric that is helpful for this goal is churn rate. 

**Churn rate** is the percent of subscribers that have canceled within a certain period,  usually a month. For a user base to grow, the churn rate must be less than the new subscriber rate for the same period.

To calculate the churn rate, we only will be considering users who are subscribed at the beginning of the month. The churn rate is the number of these users who cancel during the month divided by the total number:

<img src="https://content.codecademy.com/courses/learn-sql/churn/churn1.png" title="Churn" alt="Churn"/>

For example, suppose you were analyzing data for a monthly video streaming service called CodeFlix. At the beginning of February, CodeFlix has 1,000 customers.  In February, 250 of these customers cancel. The churn rate for February would be:

`250 / 1000 = 25% churn rate`


 

What is Churn?

The previous method worked, but you may have noticed we selected the same group of customers twice for the same month and repeated a number of conditional statements.

Companies typically look at churn data over a period of many months. We need to modify the calculation a bit to make it easier to mold into a multi-month result. This is done by making use of `WITH` and `CASE`.

To start, use `WITH` to create the group of customers that are active going into December:
```sql
WITH enrollments AS
(SELECT *
FROM subscriptions
WHERE subscription_start < '2016-12-01'
AND (
  (subscription_end >= '2016-12-01')
  OR (subscription_end IS NULL)
)),
```
Let's create another temporary table that contains an `is_canceled` status for each of these customers . This will be 1 if they cancel in December and 0 otherwise (their cancellation date is after December or `NULL`).

```sql
status AS 
(SELECT
CASE
  WHEN (subscription_end > '2016-12-31')
    OR (subscription_end IS NULL) THEN 0
    ELSE 1
  END as is_canceled,
...
```
We could just `COUNT()` the rows to determine the number of users. However, to support the multiple month calculation, lets add a `is_active` column to the `status` temporary table. This uses the same condition we created `enrollments` with:

```sql
status AS
  ...
  CASE
    WHEN subscription_start < '2016-12-01'
      AND (
        (subscription_end >= '2016-12-01')
        OR (subscription_end IS NULL)
      ) THEN 1
    ELSE 0
  END as is_active
  FROM enrollments
  )
``` 
This tells us if someone is active at the beginning of the month.

The last step is to do the math on the `status` table to calculate the month's churn:
```sql
SELECT 1.0 * SUM(is_canceled) / SUM(is_active)
FROM status;
```
We make sure to multiply by `1.0` to force a float result instead of an integer.
 

Single Month II

Now that we have a table of months, we will join it to the subscriptions table. This will result in a table containing every combination of month and subscription.

Ultimately, this table will be used to determine the status of each subscription in each month.



Multiple Month: Cross Join Months and Users

You can now calculate a churn rate over time for a company:

<div class="narrative-table-container">

| <font color=#52b1db>month</font> | <font color=#52b1db>churn_rate</font> |
| --- | --- |
| 2017-01-01  | 0.127 |
| 2017-02-01 | 0.125 | 
| 2017-03-01 | 0.237 |

</div>
<br>

It looks like our sample company did something in March that doubled the churn rate. They might want to look into that...

In this lesson you learned:
- The churn rate is a percent of subscribers at the beginning of a period that cancel within that period. "Monthly churn" is a typical metric and what was used in the examples.
- How to calculate this metric using SQL for a single month. This used `COUNT()` and conditions to determine the number of subscribers that were active and how many canceled.
- A more complex method to track the subscriber churn rate over many months.

Calculating Churn Review

Now that we have an active and canceled status for each subscription for each month, we can aggregate them.

We will `GROUP BY` month and create a `SUM()` of the two columns from the `status` table, `is_active` and `is_canceled`.

This provides a list of months, with their corresponding number of active users at the beginning of the month and the number of those users who cancel during the month.

Multiple Month: Sum Active and Canceled Users

For our calculation, we'll need one more column on the `status` temporary table: `is_canceled`

This column will be `1` only during the month that the user cancels.

From the last exercise, the sample user had a `subscription_start` on `2016-12-03` and their `subscription_end` was on `2017-02-15`. Their complete status table should look like:

<div class="narrative-table-container">

| <font color=#52b1db>month</font> | <font color=#52b1db>is_active</font> | <font color=#52b1db>is_canceled</font> |
| --- | --- | --- |
| 2016-12-01 | 0 | 0 |
| 2017-01-01  | 1 | 0 |
| 2017-02-01 | 1 | 1 |
| 2017-03-01 | 0 | 0 |

</div>
<br>

In our examples, our company has a minimum subscription duration of one month. This means that the `subscription_start` always falls before the beginning of the month that contains their `subscription_end`. Outside of our examples, this is not always the case, and you may need to account for customers canceling within the same month that they subscribe.

Multiple Month: Determine Cancellation Status

Our single month calculation is now in a form that we can extend to a multiple month result. But first, we need months!

Some SQL table schemes will contain a prebuilt table of months. Ours doesn't, so we'll need to build it using `UNION`.  We'll need the first and last day of each month. 

Our churn calculation uses the first day as a cutoff for subscribers and the last day as a cutoff for cancellations.

This table can be created like:

```sql
SELECT
  '2016-12-01' AS first_day,
  '2016-12-31' AS last_day
UNION
SELECT
  '2017-01-01' AS first_day,
  '2017-01-31' AS last_day;
```


Multiple Month: Create Months Temporary Table

We now have a cross joined table that looks something like:

<div class="narrative-table-container">

| <font color=#52b1db>id</font> | <font color=#52b1db>subscription_start</font> | <font color=#52b1db>subscription_end </font> |  <font color=#52b1db>month</font> |
| --- | --- | --- | --- |
| 1 | 2016-12-03 | 2017-02-15 | 2016-12-01 |
| 1 | 2016-12-03 | 2017-02-15 | 2017-01-01 |
| 1 | 2016-12-03 | 2017-02-15 | 2017-02-01 |
| 1 | 2016-12-03 | 2017-02-15 | 2017-03-01 |

</div>
<br>

If you remember our single month example, our ultimate calculation will make use of the `status` temporary table.
The first column of this table was used in the denominator of our churn calculation:
- `is_active`: if the subscription started before the given month and has not been canceled before the start of the given month

For the example above, this column would look like:

<div class="narrative-table-container">

| <font color=#52b1db>month</font> | <font color=#52b1db>is_active</font> |
| --- | --- |
| 2016-12-01 | 0 |
| 2017-01-01  | 1 |
| 2017-02-01 | 1 |
| 2017-03-01 | 0 |

</div>
<br>

Multiple Month: Determine Active Status

Now that we've gone over what churn is, let's see how we can calculate it using SQL. In this example, we'll calculate churn for the month of December 2016.

Typically, there will be data in a `subscriptions` table available in the following format:

- `id` - the customer id
- `subscription_start` -  the subscribe date
- `subscription_end` - the cancel date

When customers have a `NULL` value for their `subscription_end`, that's a good thing. It means they haven't canceled!

Remember from the previous exercise that churn rate is:

<img src="https://content.codecademy.com/courses/learn-sql/churn/churn2.png" title="Churn" alt="Churn"/>

For the numerator, we only want the portion of the customers who cancelled during December:

```sql
SELECT COUNT(*)
FROM subscriptions
WHERE subscription_start < '2016-12-01'
  AND (
    subscription_end
    BETWEEN '2016-12-01' AND '2016-12-31'
  );
```

For the denominator, we only want to be considering customers who were active at the beginning of December:

```sql
SELECT COUNT(*)
FROM subscriptions
WHERE subscription_start < '2016-12-01'
  AND (
    (subscription_end >= '2016-12-01')
    OR (subscription_end IS NULL)
  );
```

You might've noticed there are quite a few parentheses in these two queries.

When there are multiple conditions in a `WHERE` clause using `AND` and `OR`, it's the best practice to always use the parentheses to enforce the order of execution. It reduces confusion and will make the code easier to understand. The condition within the brackets/parenthesis will always be executed first.

Anyways, now that we have the users who canceled during December, and total subscribers, let's divide the two to get the churn rate.

When dividing, we need to be sure to multiply by `1.0` to cast the result as a float:

```sql
SELECT 1.0 * 
(
  SELECT COUNT(*)
  FROM subscriptions
  WHERE subscription_start < '2016-12-01'
  AND (
    subscription_end
    BETWEEN '2016-12-01'
    AND '2016-12-31'
  )
) / (
  SELECT COUNT(*) 
  FROM subscriptions 
  WHERE subscription_start < '2016-12-01'
  AND (
    (subscription_end >= '2016-12-01')
    OR (subscription_end IS NULL)
  )
) 
AS result;
```

Here, we have the numerator divided by the denominator, and then multiplying the answer by `1.0`. At the very end, we are renaming the final answer to `result` using `AS`.