Revenue Churn
Revenue churn measures the percentage of recurring revenue you lose over a period from cancellations and downgrades, expressed against the revenue you started with. Unlike logo churn, which counts customers, revenue churn counts pounds, so losing one large account hurts your revenue churn far more than losing several tiny ones.
Many mature SaaS businesses track net revenue churn, which subtracts expansion from the losses; when expansion outpaces churn, this can even go negative, which is an excellent sign. For a founder, revenue churn is the metric that most directly threatens growth, because lost revenue compounds against you every month. A 5 percent monthly revenue churn means you must add over 60 percent of your base each year just to stand still. Watching revenue churn alongside logo churn tells you whether your leak is many small customers or a few valuable ones, and that distinction decides whether to fix onboarding for the masses or rescue your biggest accounts.