Retention Terms Outcome
Revenue Churn Rate
Revenue Churn Rate: Percentage of MRR lost to churn and contraction in a period. Gross (losses only, not netted against expansion).
Used In
Related Terms
Other definitions in Retention Terms:
NRR (Net Revenue Retention)
Percentage of revenue retained from existing customers over a period, including expansion, contraction, and churn. Two methods are widely used: cohort method (preferred) and formula method. Recommended: trailing 12 months, annualized if using shorter periods.
GRR (Gross Revenue Retention)
Percentage of revenue retained from existing customers, excluding expansion. Cannot exceed 100%. Two methods are widely used: cohort method (preferred) and formula method.
Logo Churn Rate
Percentage of customers lost in a period.
Renewal Rate
Percentage of contracts renewed at term.
Related Metrics
GASP Standard v1 · Last updated