# Revenue Churn

> Revenue Churn is the percentage of recurring revenue lost in a given period due to customer cancellations or downgrades.

- **URL**: https://dodopayments.com/glossary/revenue-churn

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## What is Revenue Churn?

Revenue Churn is the percentage of recurring revenue lost in a given period due to customer cancellations or downgrades. It provides a financial view of customer loss, which can differ significantly from logo churn if high-value customers leave.

### Why It Matters

- It directly impacts the company's bottom line and its ability to achieve growth targets.

- Understanding which revenue segments are churning helps in refining the product and pricing strategy.

- It is a critical input for calculating net dollar retention and customer lifetime value.

## Learn More

- [Metrics to reduce SaaS churn](https://dodopayments.com/blogs/reduce-churn-metrics-saas)
- [Reducing involuntary churn from failed payments](https://dodopayments.com/blogs/involuntary-churn-failed-payments)
- [How subscription fatigue impacts retention](https://dodopayments.com/blogs/subscription-fatigue)