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Growth

Churn

Also known as churn rate, customer 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.
MRR
The predictable revenue a subscription business earns every month from active customers.
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.

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