# Churn rate

Concept · [Business and metrics](https://ecosystem.samcarlton.com/business)

Also called: churn, customer churn, attrition

The share of your customers who stop paying or stop using your product during a set period, such as a month.

**For example:** You start the month with 100 subscribers and 5 cancel. Your churn rate for that month is 5 percent.

## Connects to (4)

- [Retention](https://ecosystem.samcarlton.com/retention): The share of customers who keep using or paying for your product over time.
- [MRR](https://ecosystem.samcarlton.com/mrr): Monthly recurring revenue.
- [LTV](https://ecosystem.samcarlton.com/ltv): Lifetime value.
- [Net promoter score](https://ecosystem.samcarlton.com/net-promoter-score): A survey score based on one question: how likely are you to recommend us, from 0 to 10.

Map view: https://ecosystem.samcarlton.com/churn-rate