Churned Revenue

Churned Revenue is a cohort chart that shows how much MRR 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 — any new MRR generated during the period is not included in either side of the equation.

Find Churned Revenue under Analytics → Reports → Subscriptions in the sidebar.

When to use Churned Revenue vs Subscriptions Churn

Use Churned Revenue when you want to know how much value you lost. Use Subscriptions Churn when you want to know how many subscriptions churned.

The two can diverge:

Low Subscriptions Churn + high Churned Revenue → you're losing few customers but they're your most valuable ones.
High Subscriptions Churn + low Churned Revenue → you're losing many customers but they're on cheap plans.

Both matter for different reasons. Track them in pairs.

Negative Churned Revenue

Churned Revenue can be negative if customers upgrade subscriptions or add new ones within the period — same "expansion" mechanic as on Subscriptions Churn. Negative Churned Revenue is a strong signal that existing customers are growing in value.

Supported filters and segments

Churned Revenue supports all standard segments and filters documented in Reports → Filters and segments.

Filter-only (not available as Segment by):

Permission group — segment support is planned, currently filter only.
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Experiment variations

FAQ

Is Churned Revenue the same as MRR Movement's Churned MRR slice?

Closely related but framed differently:

MRR Movement → Churned MRR plots Churned MRR added in the period on top of New MRR — a stacked breakdown.
Churned Revenue is the net delta of MRR over the period.

Both ultimately measure the same loss; pick the framing that matches your audience.

Why doesn't this match my churn rate × my starting MRR?

Because Churned Revenue isn't just expired-subscription MRR. It also includes downgrades, refunds during the period, and any other MRR-reducing event between period start and end. The pure expired-subscription cash loss = MRR Movement → Churned MRR.

Does this include the unpaid portion of cancelled-but-active subscriptions?

No. A subscription with auto-renew off is still active until its paid period ends — it keeps contributing to MRR. Churned Revenue only reflects MRR actually lost between the period's two snapshots.