# Churn: what it is and how it works · Zorraquino
> Churn measures the loss of customers, subscriptions or recurring revenue over a period, depending on the definition used.
URL: https://www.zorraquino.com/en/dictionary/churn

# Churn

Churn measures the loss of customers, subscriptions or recurring revenue over a period, depending on the definition used

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It should specify the starting base and what counts as a cancellation. Customer and revenue variants answer different questions. Analysing reasons and cohorts helps distinguish problems of product, experience, price or commercial fit.

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Sales pipeline](https://www.zorraquino.com/en/dictionary/sales-pipeline)
- [Customer retention](https://www.zorraquino.com/en/dictionary/customer-retention)
- [Call to action](https://www.zorraquino.com/en/dictionary/digital-marketing/cta.html)