Back to Glossary
startup-productbeginnerunit-9
Churn
Definition
The rate at which customers stop using or paying for a product.
In Plain English
Churn is like water leaking from a bucket.
Real-World Example
If 5% of subscribers cancel each month, monthly churn is 5%.
Why It Matters for Your Work
High churn can erase growth and signal product, onboarding, pricing, or support problems.
Common Mistake
Only tracking new customers while ignoring how many leave.