Churn Rate
The share of users or customers who leave during a period.
Churn = customers lost in the period ÷ customers at the start × 100
Why it matters
Even a strong sign-up rate cannot make up for users constantly leaving.
How to use it
- Find when and why people leave.
- Separate voluntary churn from failed payments.
- Make cancelling honest, because trapping people is a dark pattern.
Example
If 40 of 1,000 subscribers cancel this month, monthly churn is 4%.