Revenue churn
Revenue churn in the Business area (Subscriptions) — route /business/revenue-churn.
Revenue churn lives in the Business area of the dashboard, under Subscriptions.
At a glance#
| Dashboard route | /business/revenue-churn |
| Area | Business (business) |
| Group | Subscriptions |
| Platforms | Available for every app platform. |
What it does#
Churned and contracted MRR — recurring revenue lost to cancellations, and lost to downgrades — with monthly bars and a movement breakdown.
Two modes, shown by a badge:
Real — from the subscription lifecycle, when cancel and expire events exist.
Approximated — derived from refunds, when they do not.
When to use it#
Alongside MRR, never instead of it. Growth is new plus expansion minus churn, and churn is the term that compounds: a business adding 10% and losing 8% is in a very different position from one adding 4% and losing 1%, even though the second grows more slowly this month.
Workflow#
Check the mode
In approximated mode, everything below is a lower bound.
Separate churn from contraction
Cancellations and downgrades need different responses — one is a lost customer, the other is a customer telling you the value does not match the price.
Look at contraction as an early warning
Downgrades frequently precede cancellations by a billing cycle or two. That is the intervention window.
Cross-reference with user health
User health ranks who is at risk before they churn. This page tells you what it cost when they did.
Permissions and prerequisites#
Real mode requires cancel and expire events. Approximated mode requires refund events.
Limits and edge cases#
Involuntary churn looks like voluntary churn. A failed payment and a deliberate cancellation both end a subscription; distinguishing them requires the event to say so.
Churn rate needs a denominator you agree on. Revenue churn and customer churn give different answers, and this page reports the revenue one.
A month with one large cancellation is not a trend. Check the count alongside the value.
Troubleshooting#
Churn is near zero and customers are leaving. Approximated mode. Cancellations without refunds are invisible to it.
Churn spiked in one month. Look for a single large account, then for a price change or a failed-payment batch.
Where the data comes from#
Served by
Subscriptions