Glossary

Churn (attrition rate)

Churn (attrition rate) is the percentage of customers or revenue lost over a given period, typically expressed monthly or annually for subscription SaaS businesses.

Also known as

  • churn
  • attrition
  • cancellation
  • churn rate

Two very different metrics hide behind the word "churn": **logo churn** (% of customers lost) and **revenue churn** (% of revenue lost). A logo churn of 5% with revenue churn of 2% means the accounts you're losing are your smallest — a healthy sign. The reverse (logo 2%, revenue 5%) is a red flag: you're losing your biggest accounts.

2026 B2B SaaS benchmarks: healthy monthly churn for SMB ~3–5%, mid-market ~1–2%, enterprise <1%. Above 5% monthly for SMB, the model has a product-market fit problem. Net Revenue Retention (NRR) captures both churn and expansion: NRR = (cohort revenue at T+12 months) / (cohort revenue at T0). NRR > 100% means the cohort grows despite churn (top-quartile SaaS: 120%+).

Typical churn causes: failed onboarding (~40% of churns occur within the first 90 days), absence of a product "aha moment," bad ICP fit at the sales stage, no support. The single most impactful anti-churn lever is onboarding investment (Customer Success activation).

In the getchatsocial.com product

getchatsocial.com helps reduce social media churn by automating engagement tracking per connected account — `get_engagement_patterns` detects performance drops that often signal disengagement before it becomes cancellation.

FAQ

  • What's the difference between logo churn and revenue churn?

    Logo churn counts customers lost by number. Revenue churn counts revenue lost in €. Logo churn higher than revenue churn is healthy (you're losing small accounts). The reverse is alarming (you're losing the big ones).

  • What is Net Revenue Retention (NRR)?

    NRR = cohort revenue at T+12 months / cohort revenue at T0. It captures both churn and expansion (upsell, cross-sell). NRR > 100% means the cohort generates more revenue after 12 months despite churn. Top-quartile SaaS: 120%+.

  • What is an acceptable churn rate for a B2B SaaS?

    Monthly: SMB 3–5%, mid-market 1–2%, enterprise <1%. Above 5% monthly for SMB, the model has a product-market fit or onboarding problem.