Churn Rate

Definitions

1. The percentage of customers or revenue lost over a given period. Logo churn counts customers lost; revenue churn measures MRR lost. Negative net revenue churn (expansion from existing customers exceeds losses) is the holy grail for SaaS businesses.

   In plain English: The rate at which customers cancel their subscriptions, measured as a percentage over time.

   Example: "Our monthly churn is 3% — at that rate, we lose a third of our customers every year. We need to fix onboarding."

Related Terms

• ARR
• Total Addressable Market
• Unit Economics
• Net Dollar Retention
• Cohort Analysis
• Pricing Page
• Customer Churn
• Customer Health Score
• Dollar Retention
• Logo Churn
• Negative Churn
• Net Revenue Retention
• Retention Rate