To churn means to discontinue a subscription. That’s why Churn Rate is one of the key indicators of the health of your subscription business.
Detailed subscriber and subscription churn analytics can be found, among others, at the Retain step of the Retention Journey. They provide 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.
Subscriber Churn Metrics
Subscriber Churn: The number of subscribers who have terminated their subscription(s) and are no longer active as subscribers on your platform within a predefined period, or within a period you have defined with filters.
Subscription Churn: The number of subscriptions terminated either within a predefined period or within a period you have defined with filters.
Customer Canceled Churn: The active termination of a subscription by a subscriber.
Payment Failed Churn: 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.
Related metrics are presented on:
Why are my subscription and subscriber churn metrics displaying different counts?
Subscription churn counts terminations of individual subscriptions. A customer may terminate one subscription but still remain active on another subscription. Such a customer would not be counted as a Subscriber Churn.