Customer churn is an important metric for any subscription company, especially SaaS businesses. It is an indicator of how many consumers (sometimes referred to in sales jargon as "logos") do not renew their subscription at the end of it. Churn can occur prior to the end of the subscription period, but this form of churn is less common because it usually necessitates breaching contract terms. Customer turnover is also known as the opposite of customer retention.
