Churn rate measures how much of your customer base or recurring revenue you lose over a defined period.

How it works

Two common flavors exist. Logo churn (customer churn) counts accounts that cancel divided by customers at the start of the period. Revenue churn (or MRR churn) compares lost recurring revenue to starting MRR, often netting expansions from remaining customers to get net revenue churn. Example: you start the month with 100 customers and lose 5—that is 5% logo churn. If those five paid less than expansions from others, net revenue churn can be zero or negative (net negative churn), which is prized in B2B SaaS. Annual churn and monthly churn are not interchangeable; compound monthly losses carefully when annualizing. Churn also differs by segment—SMB versus enterprise, monthly versus annual contracts—so sensible reporting splits the base.

Why it matters

• Founders: Churn tells you if product value, onboarding, or support fail after the sale. It drives how much you must spend on acquisition to grow and whether price or packaging needs work.
• Investors: Retention curves and churn feed LTV/CAC and payback period models. Elevated churn caps valuation multiples and raises questions about market fit.
• Operators: Customer success priorities—renewals, health scores, expansion plays—directly target churn reduction.

Common mistake

Quoting monthly logo churn without clarifying contract type or customer segment. A 2% monthly SMB churn is a very different business than 2% annual enterprise churn.

Related ideas

Churn cohort, cohort retention, net revenue retention, gross retention, and customer lifetime value are the standard companion metrics.