Churn
The rate at which customers users or recurring revenue stop during a period.
Plain English
How much usage or revenue is being lost.
In context
Churn must specify whether it measures customers users or revenue and which denominator and time window apply.
Example
“Monthly customer churn fell after the support change.”
When you'll hear this
- business review
- growth analysis
- customer success
Common misunderstanding
Customer churn and revenue churn can move differently because customers have different values.
Also known as
attrition
Commonly used by
Related terms
Updated: 2026-08-25
