Churn

Definition

Churn is a term used to describe the rate at which customers are leaving a product or service. In other words, it's the number of customers who stop using your product or service over a period of time. It's one of the most important metrics for SaaS companies, because it shows how quickly you're losing customers and whether or not you're retaining them. In the context of subscription businesses, it's also referred to as "cancellations" or "attrition". It's a metric that's closely watched by CEOs and investors alike, because it directly impacts a company's revenue

There are two types of churn a subscription business should be measuring the rates of, and acting upon:

Customer churn Rate

Customer churn rate = ( Customers who cancel / Total number of customers at beginning of time period) * 100

Learn more about customer churn rate.

Revenue churn rate

Revenue churn rate = (Sum of MRR for Lost customers.) * 100

Learn more about revenue churn rate.