# Churn Rate

> YogoQ Core AI-readable term handoff. Preview, read-only, Reviewed/Verified only.

- Canonical URL: https://core.yogoq.com/en-US/core/churn-rate
- Locale: en-US
- Quality: reviewed
- Publication status: published_reviewed
- Schema version: core-reviewed-term-ai-handoff-v1
- Trust policy: core-trust-policy-v1-2026-06-22

## Short Definition

Churn rate shows how much customer or revenue base is lost during a period.

## 一言でいうと

Churn rate shows how much customer or revenue base is lost during a period.

## 計算方法

- Basic formula | Churn Rate = customers churned during period / starting customers | Measures customer loss

## 含めるもの / 含めないもの

- Include | Cancellations, expirations, failed renewals, period losses | They show base leakage
- Exclude | New customers, ambiguously inactive accounts | They distort churn

## 意味

Churn rate should separate logo churn from revenue churn. It is a key input for growth, NRR, and LTV.

## 役立つ場面

- Use it to see whether acquisition is masking leakage in the customer base.

## 使い方のポイント

- Track logo churn, revenue churn, and cohort churn separately.

## 変動要因 / ドライバー

- Onboarding / adoption | Weak early value raises churn
- Pricing, expectations, fit | Poor-fit customers churn more easily

## 判断するときの注意点

- Mixing monthly and annual churn misstates LTV and growth.

## よくある誤解 / 落とし穴

- Mixing logo and revenue churn hides the cause.

## 最小例

Example: if 5 of 100 starting customers churn, customer churn for the period is 5%.

## 似ている言葉との違い

- NRR | Existing revenue retention including expansion | Churn rate focuses on loss

## FAQ

### Is lower churn always better?

Usually, but low churn without expansion may still limit NRR and growth.

## Sources

- YogoQ Core business foundation editorial baseline

## Limitations

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