Growth
Churn
The percentage of customers (or revenue) you lose in a given period. High churn means people keep leaving.
Example
Losing 5 of 100 customers in a month is 5% monthly churn.
Formula
Churn Rate = Customers Lost ÷ Customers at Start × 100
Related terms
LTV
The total money you expect to earn from one customer over the whole time they stay with you.
Retention
The share of customers who keep using your product over time. The opposite of churn — high retention is a sign of a product people love.
MRR
The predictable revenue a subscription business earns every month from active customers.
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