name: churn_rate
display_name: Monthly Churn Rate
category: revenue
type: ratio
unit: percentage
grain: monthly
table: subscriptions
expression: "churned_mrr / beginning_mrr * 100"
time_column: billing_date
description: "Monthly revenue churn rate — the percentage of MRR lost due to cancellations and downgrades in a given month."
dimensions:
  - plan_type
  - region
synonyms:
  - mrr_churn
  - revenue_churn
  - monthly_churn
notes:
  - "Revenue churn differs from customer churn — one large customer churning can dominate"
  - "Negative churn occurs when expansion revenue exceeds lost revenue"
  - "Target: <2% monthly for healthy SaaS businesses"
  - "Churned MRR includes full cancellations and partial downgrades"
sql: |
  WITH monthly_mrr AS (
      SELECT
          DATE_TRUNC('month', billing_date) AS month,
          SUM(CASE WHEN status = 'active' THEN mrr_amount ELSE 0 END) AS active_mrr,
          SUM(CASE WHEN status = 'churned'
                   AND DATE_TRUNC('month', churned_at) = DATE_TRUNC('month', billing_date)
                   THEN mrr_amount ELSE 0 END) AS churned_mrr
      FROM subscriptions
      GROUP BY 1
  ),
  lagged AS (
      SELECT
          month,
          churned_mrr,
          LAG(active_mrr) OVER (ORDER BY month) AS beginning_mrr
      FROM monthly_mrr
  )
  SELECT
      month,
      churned_mrr,
      beginning_mrr,
      ROUND(churned_mrr / NULLIF(beginning_mrr, 0) * 100, 2) AS churn_rate_pct
  FROM lagged
  WHERE beginning_mrr IS NOT NULL
  ORDER BY month