Churn analysis (legacy)

Learn how the Churn Analysis dashboard tracks voluntary and involuntary subscriber churn to help you build stronger retention strategies.

The Churn Analysis dashboard tracks subscription losses over a selected timeframe, broken down by voluntary and involuntary reasons. Use it to understand why subscribers leave and to build strategies that improve retention.

Available on all Recurly plans

1Definition 2Churn analysis dashboards 3Churn analysis workflow

Prerequisites

Users must have the Analytics user role permission

Definition

The Churn Analysis dashboard monitors subscription losses over a specified timeframe, split by voluntary and involuntary reasons. Voluntary churn measures when a subscriber chooses to cancel their subscription. Involuntary churn happens when a subscription ends for any other reason, such as a failed payment.

NoteA single subscriber can hold multiple active subscriptions, but this dashboard counts individual subscribers, not the number of subscriptions they hold. For additional guidance on navigating and using filter tools, see Recurly Analytics overview.

DrillsDrills are available in the Subscription Churn Reasons, Subscription Churn Reasons (%), and Churn Analysis widgets:

Account code
First name
Last name
Email
Activated date
Expiration date
Expiration reason
Churn count

Churn analysis dashboards

Voluntary vs. involuntary churn rate

This line chart tracks the number of active subscriptions that churned during a selected time frame, split by voluntary or involuntary reason. Use it to spot patterns and understand why customers are leaving, so you can build tailored retention strategies.

Voluntary churn reasons

Non-renewing: The subscription expired after a fixed number of billing cycles and was not renewed
Account closed: The subscription churned because its linked account was manually closed
Canceled: The customer initiated the cancellation
Trial ended: A cardless free trial ended without billing information added
Gift ended: The gift card amount was exhausted without billing information added before the next renewal

Involuntary churn reasons

Non-payment: The subscription churned due to a failed transaction and an unrecovered invoice
Invalid tax location: The subscription churned due to a failed EU or NZ GST tax validation check

Subscription churn reasons

This color-coded bar chart shows the reasons for subscription churn over a selected time frame, making it easy to compare and spot trends. Select any data point to drill down into the accounts tied to that churn reason, revealing individual account behavior and potential areas for intervention.

Subscription churn reasons %

This bar chart shows total churn with each reason represented as a percentage, so you can compare which reasons have the most impact on your overall churn. Identifying the most prominent causes helps you prioritize your efforts and allocate resources effectively.

Key metrics

Active subscriptions: Any subscription that hasn't expired, giving you a clear view of your potential revenue sources. For monthly or weekly intervals, this value represents the total number of subscriptions at the start of the month or week, helping you track the health of your subscription base over time.
% Churn: Total subscriptions churned over the selected interval, divided by total active subscriptions at the beginning of the interval. It offers a quick view of your business's health and reflects the effectiveness of your retention strategies.

Churn analysis detail

This section provides a detailed breakdown of churn rates by reason for active subscribers. Select any non-percentage value to drill down into specific accounts, helping you pinpoint problem areas and take action.

Churn analysis workflow

Understanding churn rates

Locate the chart

Under Churn Analysis, find the Voluntary vs. Involuntary Churn Rate line chart.

Review the trend

Check the number of active subscriptions that churned during the selected time frame, split by voluntary or involuntary reason.

Apply the insight

Use the patterns you find to inform your customer retention strategy.

Classifying churn reasons

Review the reasons

Look at the listed voluntary and involuntary churn reasons to understand why subscribers might be leaving.

Guide your strategy

Use these reasons to shape intervention strategies that improve the user experience and reduce churn.

Analyzing subscription churn reasons

View the chart

Open the Subscription Churn Reasons bar chart to see churn reasons represented visually over a set time frame.

Drill down

Select any data point to view the specific accounts tied to that churn reason.

Reviewing churn percentage

Open the chart

View the Subscription Churn Reasons % bar chart, which shows total churn with each reason as a percentage.

Prioritize by impact

Use this view to identify the most significant churn factors and prioritize how you address them.

Monitoring active subscriptions

Track your base

Keep track of all active subscriptions, including those in trial, canceled, or paused, to maintain a clear view of your potential revenue sources.

Calculating churn percentage

Understand the formula

% Churn is calculated as total subscriptions churned over the selected interval, divided by total active subscriptions at the start of the interval.

Use it as an indicator

Treat this metric as a signal of customer satisfaction and the effectiveness of your retention strategies.

Detailed churn analysis

Open the detail view

Check the Churn Analysis Detail section for a comprehensive view of churn rates among active subscribers.

Drill into accounts

Select any non-percentage value to view the specific accounts tied to that churn reason and identify intervention strategies.

Updated 2 days ago

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