Churn Rate
The percentage of customers or revenue lost in a given period.
Churn rate measures the percentage of customers or recurring revenue lost in a given period. Customer churn = (customers lost in period) / (customers at start of period). Revenue churn = (recurring revenue lost in period) / (recurring revenue at start of period). Healthy SaaS churn varies by segment: SMB 5-7% monthly is acceptable; mid-market 1-2%; enterprise <1%. Modern teams track gross churn (customers/revenue lost) and net churn (gross churn minus expansion). Empire325 builds churn analysis pipelines including cohort retention, churn prediction models, and reactivation experiments.
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Performance Analytics
Marketing measurement, MMM, and incrementality testing to prove ROAS at the channel and creative level.
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Google's web and app analytics platform built on event-based tracking and cross-platform user journeys.
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Distributing credit for a conversion across all marketing touchpoints in the customer journey.