URL: /revenue/churned-arr · Id: `page:/revenue/churned-arr`

# Lost Customers: what moves it

> Lost Customers is the ARR from Customers who paid last week and nothing this week.

Lost [Customers](https://startupbuilder.dev/business/nouns/customer) is the ARR from Customers who paid last week and nothing this week. One-time sales that end count on their own line.

## The number

```text title="Lost Customers · Ask"
What moved lost Customers this week, and which Play moved it?
```

```ts title="Lost Customers · SDK"
import { $ } from 'startup-builder'

const { customers } = await $.Customer.list({ where: 'status = "churned"', sort: '-since', limit: 3 })   // the 3 who left this week, 2 of them at risk a week earlier
return await $.Metric.query({ metric: 'churned-arr', shape: 'trend', breakdown: 'play', window: '7d' })   // by the Play credited · Not live yet, gaps #4
```

```json title="Lost Customers · Response · sample"
{
  "metric": {
    "$id": "https://api.sb/leaseline.app/metrics/churned-arr",
    "$type": "Metric",
    "name": "Churned ARR"
  },
  "week": "2026-10-19",
  "value": -1041,
  "rows": [
    {
      "play": "cold-email",
      "value": -347,
      "customers": 1
    },
    {
      "play": null,
      "value": -694,
      "customers": 2
    }
  ]
}
```

`−$1,041 ARR from 3 lost Customers · ■■■■ Clear · n 3 · path → net-new-arr → arr`

`$.Metric.query({ metric: 'churned-arr', shape: 'trend', breakdown: 'play', window: '7d' })` · sample

| Credited to | This window | Customers |
| --- | --- | --- |
| [Cold email](/plays/cold-email) | `−$347 ARR` | `1` |
| No Play credited | `−$694 ARR` | `2` |

`churned-arr` is this site’s proposal to the hub (Not live yet, [gaps #4](/code/reference#not-live-yet)), so the figure above is a sample until the hub holds it.

## Owner
| Accountable | From |
| --- | --- |
| [`customer-lead`](https://startupbuilder.dev/agents/customer/customer-lead) · Customer Lead | the filed bridge item, word for word |

## Worked by
| Title | Its queue |
| --- | --- |
| [CSM](/capabilities/how-your-agents-act#csm) | <Op verb="Task.next" /> on the CSM’s queue |

## Moved here by
| How | Where |
| --- | --- |
| Play | [Annual prepay](/plays/annual-prepay) · Offers a steady monthly Customer a year up front, at a discount their own churn pays for, and answers an annual cancel with one save. |
| Page | [Renewals](/revenue/renewals) |
| Title | [CSM](/capabilities/how-your-agents-act#csm) |

## The leaves
| Under it | Moved by |
| --- | --- |
| [Month 3 retention](/revenue/month-3-retention) | feeds it |
| `prepay-retention-lift` | [Annual prepay](/plays/annual-prepay) |