Churn rate

Churn rate is the share of customers who stop buying or cancel within a given period. In subscriptions it can be measured directly from cancellations. In retail there is no cancellation event, so the team must define lapse as a period of inactivity, chosen from the actual repeat-purchase gap rather than picked round. Report churn alongside the revenue at stake: losing low-value customers and losing your best ones produce the same headline number and very different outcomes.