Also known as: customer churn, attrition

Churn

FoundationalMetrics

Definition

Churn: Churn is when customers stop using a product or cancel their subscription. Logo churn counts lost customers, while revenue churn measures lost revenue. Net churn can be negative if expansion revenue from existing customers exceeds losses.

Example Usage

“We reduced monthly churn from 5% to 2% by improving onboarding and adding customer success outreach.”

Common Misconceptions

All churn is bad. Churning poor-fit customers can improve overall metrics.

Churn is purely a product problem. It's affected by sales targeting, pricing, and support too.

You can eliminate churn. Some churn is natural; focus on controllable churn.

Related Terms

Churn Rate

Churn rate measures the percentage of customers or revenue lost over a period. Customer churn counts lost accounts, while revenue churn measures lost...

FoundationalMetrics

Retention Rate

Retention rate measures the percentage of customers who continue using a product over time. It can be measured at various intervals (daily, weekly, mo...

ConceptualMetricsProduct

Net Revenue Retention

Net Revenue Retention measures the percentage of recurring revenue retained from existing customers over a period, including expansions, contractions,...

ConceptualMetrics

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Churn

Definition

Example Usage

Common Misconceptions

Related Terms

Churn Rate

Retention Rate

Net Revenue Retention

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