There are three main types of churn rates: Customer Churn Rate which deals with the number of customers lost. Gross Revenue Churn Rate (or Gross MRR Churn Rate) which deals with, you guessed it, the revenue lost from the existing customers. Net Revenue Churn Rate (or Net MRR Churn Rate) which is the MRR churn rate that additionally factors in the new revenue gained from the existing customers (aka Expansion MRR)