Business term
Churn
Customers lost over a period
Definition
The proportion of customers or revenue lost during a period, used as the standard retention measure for subscription businesses.
In more detail
Customer churn and revenue churn differ. A business can lose many small accounts while revenue grows, so the two figures are quoted separately and are not interchangeable.
Churn windows must be stated. A monthly figure and an annualised figure describe the same business very differently.
Glossary entries are general explanations, not advice. Where a term appears in a contract or policy, the definition in that document governs.