Gross Revenue Churn

Gross Revenue Churn measures the percentage of revenue lost from an existing customer base during a period through customer churn and contraction.

It excludes expansion and revenue from new customers, providing a direct measure of revenue lost from the existing customer base.

Lower Gross Revenue Churn generally indicates stronger revenue retention. Rising Gross Revenue Churn means that a greater share of the existing revenue base is being lost through customer churn or contraction.

Because Gross Revenue Churn excludes expansion, it provides a useful view of underlying revenue loss even when upsells elsewhere in the customer base are offsetting that loss.

MetricFrame calculates Gross Revenue Churn from customer-level revenue movements by dividing revenue lost through contraction and churn by beginning revenue.