Measures how many accounts you lose. A company with 1,000 customers that loses 20 in a month has 2% monthly logo churn.
Measures revenue lost. A company losing $2k of $100k MRR has 2% MRR churn. Net revenue churn subtracts expansion revenue — negative churn means expansion exceeds losses.
60–80% of churn is determined in the first 14 days. Users who don't reach the aha moment in their first session have a 5–10× higher churn rate. Every percentage point improvement in activation directly reduces 30-day churn.
Use behavioral triggers to show help at the moments users are most likely to abandon — when they visit a settings page and leave, when they start a workflow and don't complete it, when they haven't logged in for 7 days.
Teams that close the loop on every detractor response within 24 hours recover 20–40% of at-risk customers. The recovery conversation itself builds loyalty even when the product issue can't be fixed immediately.
Users who invite team members churn at 60–70% lower rates. Add "invite a colleague" as an early onboarding checklist item. Team products with 3+ users have dramatically lower churn than single-user accounts.
Declining login frequency, reduced feature usage, and support ticket volume are leading indicators of churn — they appear 30–60 days before cancellation. Set up alerts and have CSMs reach out proactively.