Definition

Churned Revenue is a cohort chart that shows how much revenue was lost during the selected period.

Churned Revenue = MRR at the Start of the Period - MRR at the End of the Period

MRR at the Start of the Period is a cohort metric, meaning that any new MRR generated during the period is not included.

Churned revenue is especially helpful for ensuring that you're not losing your most valuable customers. It's possible to have a relatively low subscription churn rate while still experiencing high churned revenue, which indicates the loss of high-paying customers.

Like Subscriptions Churn, Revenue Churn can also be negative if users upgrade subscriptions or add more subscriptions within your app. This negative churn is a good signal, indicating strong value to your customers.