Data Dictionary

Overview

Crucial for understanding customer retention and long-term revenue sustainability.

Formula

Insights and Actions

• Retention Analysis — High churn signals product dissatisfaction or pricing issues.
• Customer Experience — Identify service or delivery pain points.
• Revenue Impact — Track how churn affects recurring revenue.
• Cohort Analysis — Study churn behavior by customer segment.
• Forecasting — Predict future retention rates.

Detailed Breakdown

• Customers Lost
• Total Customers At Start
• 100

Suggested Dimensions

Related Metrics

Example Use

Query

SELECT (COUNT(lost_customers) * 100.0 / NULLIF(COUNT(customers_start_period), 0)) AS churn_rate FROM customers WHERE period_start BETWEEN :start AND :end;