Ask AwraIQ about features, pricing, onboarding, login, integrations, security, demos, mobile apps, automation, reports, or support.
Sales · Definition
The rate at which customers stop buying over a period.
Churn rate is the share of customers active at the start of a period who are gone by the end. For non-subscription businesses it is usually defined as no purchase within a set window.
It is the quiet counterweight to new business. A team winning ten customers a month while losing eight is working hard to stand still, and the lost eight are usually cheaper to recover than to replace.
Churn rate = Customers lost in period ÷ Customers at start of period
Weight by revenue as well as count — losing one large account is not one unit of churn.
Also called
Sales runs on this vocabulary every day in AWRA OpsHub — 14 of our 257 glossary terms describe things the platform actually does.