Glossary
The complete guide to customer retention, churn and loyalty terms. Find definitions for key terms and concepts, helping you to understand and improve your offering.
Categories
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Annual contract value (ACV)
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Annual recurring revenue (ARR)
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Annual run rate (ARR)
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Average account revenue churn (ARC)
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Average lifetime value (LTV)
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Average revenue per user (ARPU / ARPA)
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Average selling price (ASP)
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Billings
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Bookings
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Churn
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Cohort
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Cost of goods sold (COGS)
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Customer base
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Customer acquisition cost (CAC)
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Customer attrition rate
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Customer churn rate
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Customer retention rate / Customer renewal rate
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Customer revenue
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Customer success software
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Customer lifetime value (CLTV / CLV)
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Customer lifetime value : Customer acquisition cost (CLTV : CAC Ratio)
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Contraction MRR / Downgrade MRR
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Deferred revenue
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Expansion MRR / Upgrade MRR
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Gross margin
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Gross retention rate (GRR)
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LAER
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Lost customers
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New customers
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New MRR
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Net dollar retention (NDR)
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Net negative churn in SaaS
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Net MRR
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Net revenue retention / Net retention rate (NRR)
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MRR churn
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MRR growth rate
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Monthly recurring revenue (MRR)
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Reactivation MRR
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Recovering customer acquisition cost (RCAC)
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Recurring revenue
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Refunds
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Revenue
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Revenue backlog
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Revenue churn rate
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Subscribe and save
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Unit economics