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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). — Customers KPI, I'mBoard-authored (editorial tier).

I'mBoard-authored (editorial tier)

No public third-party standard anchors this KPI yet, so I'mBoard authors and maintains the definition — transparently labeled as editorial tier. See the ontology methodology for the published vs editorial tier system and the back-attribution workstream.

Rogue ID: customers.customers_churned Type: Number Domain: Customers

Definition

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).

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.

Why it matters

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.

How to interpret

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.

Calculation policy

How an AI agent should compute this KPI from messy company data. Free-text rules consumed at reasoning time — not a deterministic DSL. The most common ways to get this wrong are listed under Common miscomputations.

Inclusion rules

Count one per customer logo that ended its paid subscription / contract during the period — a period-flow count, not a point-in-time snapshot.
Include voluntary cancellations and non-renewals.
Include downgrade-to-$0 as churn (typical convention) — document the rule and hold it constant.

Exclusion rules

Material contractions that keep ARR > $0 — those are downgrades / contraction, not logo churn.
Logos that never went live or were refunded — they were never paying customers.
Re-activations ("boomerang" / resurrection) netted against churn — count each cancellation event; document the resurrection rule.

Required inputs

Per-logo contract-end / cancellation events within the period.
The downgrade-to-$0 = churn rule (documented).
Period boundaries; the same logo unit as total_customers.

Data-source priority

Subscription ledger with churn / cancellation events keyed by a stable account ID.
CRM renewal / opportunity stages as a fallback.

Edge cases

Attribute to the contract-end / effective-cancellation date, NOT the cancellation-request date.
Account merger: the absorbed logo is not churn — the relationship continued.
Downgrade-to-$0 vs. churn: pick one rule and apply it consistently (typical: counts as churn).
A logo that churned and re-activated in the same period: count the churn event per the documented resurrection rule; disclose if material.

Validation checks

logo_churn_rate = customers_churned ÷ (customers active at period start) — the count and the rate must reconcile.
prior_quarter_total_customers + new_customers_added − customers_churned = total_customers.
Non-negative integer; ≤ the starting logo count.

Common miscomputations

Counting material contractions (ARR still > $0) as churn — corrupts both the churn count and logo_churn_rate.
Using the cancellation-request date instead of the contract-end date — produces phantom churn in the wrong period.
Netting re-activations against churn instead of counting each cancellation event.
Counting never-live / refunded logos as churn — they were never customers.

customers.logo_churn_rate
customers.logo_retention_rate
customers.total_customers
customers.churn_risks

Source

I'mBoard editorial — authored and maintained by I'mBoard, first published 2026-04-01. No third-party standard is cited for this KPI; when one emerges, the definition is back-attributed and promoted to the published tier (a minor version bump). Read the ontology methodology for the published vs editorial tier system, attribution rules, and dispute process.