Glossary
Churn
Percentage of customers who leave in a given period
Churn (customer attrition) is the percentage of customers who stop using a product or buying from a store in a given period. For subscription businesses, monthly churn of 5-7% is reasonable; above 10% is a critical problem. For regular eCommerce, repeat customer rate is measured (the inverse of churn). Reducing churn by 1% can increase business profit by 10-25%.