analytics-dictionary / term / tracking & measurement

Churn rate

Churn rate is the percentage of customers or users who stop using a product or cancel within a period.

Written by Reflective Data experts · updated Oct 5, 2026

It is the inverse of retention. A small monthly churn rate compounds over time, so even small improvements have a big effect on revenue.

Distinguish voluntary churn (customers who choose to leave) from involuntary churn (failed payments) because the fixes are different.

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