Customer churn: % of customers canceled in a period.
Revenue churn: % of MRR lost from downgrades and cancellations (before expansion).
Monthly logo churn: SMB < 2–3%; Mid < 1–1.5%; Enterprise often < 1% (but slower sales).
GDR target > 90–95% annually in healthy B2B SaaS.
Logo churn: start 1,000 customers, lose 25 → 25/1,000 = 2.5% for the month.
Gross revenue churn: start $100k MRR, lose $8k → 8%.
Counting upgrades/expansion as negative churn; ignoring involuntary churn; mixing cohorts.
Traction slide: small table with GDR/NDR and monthly logo churn; add period and cohort notes.