Churn

Churn is the event when a customer cancels their subscription. Churn is often measured as a percentage of customers who cancel their subscriptions over a given period of time.

For example, if you had 100 customers at the beginning of the month and 90 customers at the end of the month, your churn rate for that month would be 10%.

It is a key metric for SaaS companies to track as it directly impacts the company's revenue.