What is the Churned Subscribers Metric?
The Churned Subscribers metric represents the count of subscribers who terminated all active subscriptions and no longer have content entitlement during a specified period. This metric provides a direct measure of the number of customers lost within that timeframe.
You can find it in the Cleeng Dashboard under Analytics.
How is it Calculated?
The calculation is a simple count:
Churned Subscribers = Count of subscribers whose subscriptions terminated during the defined period, either voluntarily or involuntarily.
This involves identifying all subscribers who had active subscriptions within the given period and subsequently canceled, leaving them with no active entitlements.
How to Use the Churned Subscribers Metric in a Subscription Business
The Churned Subscribers metric is essential for understanding customer attrition and evaluating the effectiveness of retention efforts. You can use it to:
- Track Customer Loss: Monitor the number of churned subscribers over time to identify trends and patterns in customer attrition.
- Evaluate Retention Efforts: Assess the impact of retention strategies by observing changes in the number of churned subscribers following implementation.
- Segment Churn Analysis: Analyze churned subscribers across different segments (e.g., subscription tiers, customer demographics) to pinpoint specific areas of concern.