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Your subscription churn analytics can be found at the Retain step of the Retention Journey. They provide with a breakdown of the balance between involuntary churn (payment related) and voluntary churn (customer choice). They also provide you with some insight into why a churned customer decided to terminate their subscription.
The key metrics to understand on this page are as follows:
- Subscription Churn Measurement: The termination of a subscription either within a predefined period, or within a period you have defined with filters
- Customer Cancelled Churn Measurement: The active termination of a subscription by a subscriber
- Payment Failed Churn Measurement: The termination of a subscription due to a payment failure. For example, the customer may have had insufficient funds, or their payment method may have expired
- Customer to Churn Payment Ratio: The ratio of subscription terminations due to customer decision relative to the number of subscription terminations due to payment failure.
Using Your Subscription Churn Analytics
One of the most fundamental questions for any subscription business to answer is ‘why are subscribers churning?’. Your subscription churn analytics will help you understand the answer to this question.
The balance between payment and customer churn is a key ratio to focus on, as they require very different responses from you. If payment churn spikes, or is in general responsible for a high proportion of churn, you should investigate using the Pay step of the Retention Journey.
Here you can identify the method, transaction type, and channel which experienced the highest rate of churn. Correcting payment churn problems can be complex, or it can be as simple as reconfiguring dunning schedules.
Customer churn can be tackled in a number of different ways. Some key first steps are understanding the subscriber lifecycle, engagement lifecycle, and net promoter score. In combination these metrics will give you a sense of when subscribers begin to disengage from your content, when they typically churn, and what issues they report if dissatisfied with your content.
Why are my subscription and subscriber churn metrics displaying different counts?
Subscription churn counts the termination of individual subscriptions. A customer may terminate 1 subscription, but still remain active on another subscription. Such a customer would not be counted as ‘subscriber churn’.