// Metrics

Churn

The rate at which customers or revenue leave the business in a period.

In depth

Logo churn counts customers; revenue churn counts dollars. Gross vs net churn is the same distinction as GRR vs NRR. Cohort-based churn analysis is the only honest way to measure it.

Related terms

NRR

Net Revenue Retention, % of recurring revenue retained from existing customers over 12 months, including expansion, minus churn and contraction.

GRR

Gross Revenue Retention, retention excluding any expansion revenue. Caps at 100%.

← Back to full A-Z