Glossary · Retention
Churn rate
The share of customers or revenue you lose in a period. Low churn means people stick around; high churn means a leaky bucket even if sales look good.
Related: Monthly recurring revenue (MRR) · Lifetime value (LTV) · Product–market fit (PMF) · Net revenue retention (NRR)
A bit more nuance▾
- Logo churn counts companies; revenue churn counts dollars — they diverge with upsells.
- Net revenue retention above 100% means expansions beat churn.
Go deeper▾
Discussion questions▾
- Which customers churn first — and what do they have in common?
- What would you fix if churn was halved?
Educational reference only — not legal, tax, or investment advice. Terms vary by country and deal; ask a qualified professional when it matters.