Churn
Also known as: Churn rate
Churn is the rate at which customers stop subscribing or buying over a given period.
Churn measures customer loss — the share of subscribers or buyers who leave within a period. For a recurring-revenue business, churn is the leak that growth must outpace just to stay even.
Lowering churn is often more profitable than acquiring new customers, because retained customers keep paying and cost nothing more to win. Understanding why people leave is the first step to reducing it.
MRR
MRR is the predictable revenue a business earns each month from active subscriptions or recurring plans.
LTV
LTV is the total revenue a business can expect from a single customer over the entire duration of their relationship.
Retention
Retention is a business's ability to keep its existing customers continuing to buy or subscribe over time.
Subscription
A subscription is a model where customers pay on a recurring schedule for ongoing access to a product or service.
Put Churn to work this week.
Knowing the term is step one. The Apex membership ships the systems, templates, and AI assistants that turn concepts like this into a running operation — done for you.