How public SaaS companies report churn, and what you can learn from them
While doing some research for another post I just stumbled on this excellent overview from Pacific Crest on the churn rates of publicly listed SaaS companies. I’ve seen posts with churn benchmarks of public SaaS companies before, but this one is by far the most comprehensive collection I’ve seen and I think it’s very useful. What’s maybe even more interesting than taking a look at the numbers themselves is to see how different companies define churn (or the inverse, retention). Since there is no official US-GAAP definition of churn or retention, different companies use different ways to measure and report these metrics. And because public companies are under the scrutiny by the SEC, any non-GAAP metric they report must be accompanied by a razor-sharp definition. Most public SaaS companies report churn in the form of their dollar-based net retention rate, i.e. the inverse of net MRR/ARR churn (as opposed to account/logo churn), which compares the recurring revenue from a set of custome...