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Product Management vocabulary · Metrics & KPIs

Churn

Meaning in product management, with examples

/tʃɜːrn/nounCore term

In product management, churn means: The loss of customers or users who stop using or paying for a product during a period, often shown as a percentage called the churn rate.

In Turkish: müşteri kaybı, kayıp oranı, terk oranı

How it is used

Used as a noun and a verb: monthly churn is 4%; customers churn after the free trial. Subscription businesses watch it closely. Teams reduce churn by finding out why users leave, through exit surveys and interviews.

Example sentences

  1. Churn went up after the price change, mostly among small accounts.

  2. Customers who never invite a teammate are three times more likely to churn.

Common collocations

  • churn rate
  • reduce churn
  • monthly churn
  • customer churn
  • churn risk
  • retentionThe share of users or customers who keep using a product over time, for example the percentage still active 30 days after signing up.
  • cohortA group of users who share a characteristic in a given time period, most often the week or month they signed up, and who are studied together over time.
  • customer lifetime valueThe total revenue, or profit, a business expects to earn from one customer during the whole time that customer stays with it.
  • NPSShort for Net Promoter Score: a measure of customer loyalty based on how likely people say they are to recommend a product, on a scale from 0 to 10.
  • metricA number that measures something about a product or its users, such as sign-ups per day, average session length or the share of users who return.

This word in other fields

The same English word can have a different meaning in another field:

More terms: Metrics & KPIs

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