Churn / NRR
Churn rate is the share of customers (or revenue) lost in a period. Net Revenue Retention (NRR) compares what the existing customer base pays now, after expansion, contraction and churn, with what it paid at the start.
Core MetricsTerm 28 / 81
Formula
Churn = Customers lost ÷ Customers at start · NRR = (Starting MRR + Expansion − Contraction − Churn) ÷ Starting MRR × 100
In practice
An NRR above 100% means revenue grows even without new customers, one of the strongest signals in subscription businesses. Track churn separately by customer count and by revenue, because they can tell very different stories.
Strategies that use this term
20 resultsArticles that use this term
6 results- 01What Is User Value, Really? And Why Do Most Digital Products Misunderstand It Completely?
- 04The Great Illusion of Retention: You Don't Have to Retain the User, but Their Critical Behavior in the Product
- 08Making Monetization a Strategic Product Feature: How Can You Index Pricing to the User's Success and Value Conversion?
- 11Rethinking LTV: True Lifetime Value Is Not Revenue, but the Behavioral Accumulation a User Invests in the Product
- 13The Value Debt Danger: What Is the Hidden Enemy of Products That Grow Fast but Rot from Within, and How Do You Prevent It?
- 01Which Growth Work Goes to an Agent? Choosing Between a Prompt, a Workflow and an Agent, Stage by Stage