All terms
Startup
Churn
The share of customers or revenue you lose in a period. Logo churn counts people. Revenue churn counts money.
Formula
Churn (%)=Customers lost in the periodCustomers at the start of the period× 100
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Why it matters
A leaky bucket makes new sales look healthier than the business is.
Example
You start the month with 100 subscribers and 5 cancel. Logo churn is 5%.
