IFO4
Loading...The percentage of customers, accounts, or recurring revenue dollars lost over a measurement window, computed against the relevant beginning-of-period base. Churn rate is the federation-recognised primary measure of customer base attrition and is the leading indicator of NRR and GRR deterioration. The federation requires churn to be reported on both customer-count and dollar bases with the methodology disclosed under UFMS-001:3.2. Logo churn and dollar churn are reported separately because the two are typically uncorrelated in mid-market and enterprise segments.
A direct marketing term applied to subscription churn; the modern usage stabilised in the early 2000s with the rise of telecommunications and SaaS subscription literature.
Federation members publish customer and dollar churn with consistent methodology. Cohort-level churn variations are footnoted when material. Churn rate trend is a quarterly accreditation metric under MEV-Annex:4.1 and a leading indicator monitored by stewards.
@misc{ifo4_glossary_churn_rate,
title = {{Churn Rate}},
author = {{IFO4 Federation Editorial Board}},
howpublished = {{IFO4 Federation Glossary, slug \texttt{churn-rate}}},
year = {2026},
url = {https://ifo4.org/glossary/churn-rate},
note = {Category: Unit Economics; key: ChurnRate}
}Federation members and accredited practitioners may challenge any entry under TGS-002:1.7. Filed challenges are routed to the editorial board, triaged into the revision register, and resolved in writing on the public docket. The slug remains stable through any revision.