Churn
Definition
Churn is the rate at which customers, or the revenue they bring, leave over a period. Customer churn counts cancellations, and revenue churn counts the lost recurring revenue. It applies to software subscriptions as well as to agency and care-plan retainers.
Last reviewed By the Cashcade editorial team1 source
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What Churn means
A product that adds customers faster than it loses them grows, and the reverse shrinks. Because churn compounds, a change of a point or two moves a business more than the same change in sales effort.
Why it matters
Services businesses lose clients when the results stop being visible. A monthly report against the agreed measure is a dependable churn control, and it is part of the delivery rather than an extra.
Sources
Every number on this page comes from a source below or is labelled an estimate. Each page was read on the date shown.
- [1]How Cashcade works
Cashcade · Cashcade · Read October 15, 2026
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How this page was made
Researched by the Cashcade team from the sources listed above, with drafting aids used for structure. Spotted an error? Write to hello@playcashcade.com and a correction is published with its date.