Metric
Churn Rate
The percentage of customers or revenue lost in a period — the inverse of retention.
Churn rate measures how many customers or how much revenue you lose in a period. Logo churn = % of customers that leave. Revenue churn = % of revenue lost (can differ when large customers upgrade while small ones leave).
B2B SaaS benchmarks: SMB churn is higher (5-10% annual acceptable), enterprise lower (1-3%). High churn undermines NRR and LTV; growth investment then just patches a leaky bucket.