{
  "version": "1.3.0",
  "releasedAt": "2026-05-20",
  "kpi": {
    "rogueId": "customers.customers_churned",
    "slug": "customers_churned",
    "domain": "customers",
    "defaultLabel": "Customers Churned",
    "description": "Count of customer logos that ended their subscription/contract during the period. Includes voluntary cancellations and non-renewals. Some companies separately track downgrade-to-zero as churn — be explicit about whether downgrades that drop ARR to $0 count as churn (typical: yes) vs. material contraction that keeps ARR > 0 (typical: tracked under contraction, not churn). The board reads this as the raw count behind `logo_churn_rate`; the percentage tells you the rate, the absolute count tells you the volume of CS pain. Common pitfall: counting customers that re-activate (sometimes called \"boomerang\" or resurrection) — settle the rule (typical: count each cancellation event, do not net resurrection).",
    "fieldType": "number",
    "unit": null,
    "maturity": "general",
    "suggestedForStages": [
      "seriesA",
      "seriesB",
      "seriesC",
      "public"
    ],
    "defaultOwningFunctions": [
      "Sales"
    ],
    "stageRelevance": {
      "seriesA": "recommended",
      "seriesB": "recommended",
      "seriesC": "recommended",
      "public": "recommended"
    },
    "definitionSource": {
      "tier": "editorial",
      "sourceName": "imboard Editorial",
      "sourceUrl": null,
      "sectionRef": null,
      "publicationDate": "2026-04-01",
      "attributionNotice": null
    },
    "formula": "customers_churned = count of customer logos that ended their paid subscription/contract during the period. Voluntary cancellations + non-renewals. Downgrade-to-$0 typically counts; document the rule and hold it constant.",
    "whyItMatters": "The absolute volume read on customer loss. The percentage (`logo_churn_rate`) tells you the rate; the count tells you the CS team load and the number of post-mortem conversations needed.",
    "interpretationGuidance": "No citation-grade absolute benchmark exists — the right comparison is to the company's own trailing periods and to its starting logo count. Pair with `logo_churn_rate` for proportional context and with `churn_risks` for the qualitative narrative. A spike with stable rate means the install base grew; a spike with rising rate is a quality signal — both deserve a board comment.",
    "relatedKpiIds": [
      "customers.logo_churn_rate",
      "customers.logo_retention_rate",
      "customers.total_customers",
      "customers.churn_risks"
    ],
    "metricBasis": {
      "timeBasis": "period_flow",
      "production": "primary"
    }
  }
}