What is the Churn Analysis Report?

Understand the reasons subscriptions are churning in order to take targeted action to lower churn rates.

This report is only available to merchants on Recurly’s Professional or Enterprise plans. Please contact support if you are interested in access to this Report.

 

Churn Analysis

The Churn Analysis Report calculates the total number of subscriptions that have expired during a selected time period, sectioned by expiration reason. Each expiration reason is categorized into one of two types of churn: Voluntary or Involuntary.

What's included in the report?

  • All churned subscriptions, including subscriptions in trial, $0 subscriptions and subscriptions purchased with a gift card are included in this count.
  • A subscription is considered "churned" if the subscription has expired (i.e. expired date has passed). Subscriptions that have been canceled but not yet churned, subscription upgrades or downgrades and paused subscriptions are not included.
  • Churn reasons are divided between Voluntary and Involuntary churn.

Voluntary Churn Reasons:

  • Non-renewing = The subscription churned because it was configured to expire after a limited number of billing cycles (the term) and not renewed. In exports, is represented as "nonrenewing"
  • Account closed = The subscription churned because the account connected to that subscription was manually closed through the admin console or API. In exports, is represented as "account_closed"
  • Canceled = The subscription churned because the customer canceled it. In exports, is represented as "canceled" or "terminated."
  • Trial Ended = The subscription churned at the end of a cardless free trial because billing information was not added by the end of the trial. In exports, is represented as "nonpayment_trial"
  • Gift Ended = The subscription churned because a gift card amount was exhausted and billing information was not added before the next renewal. In exports, is represented as "nonpayment_gift"

Involuntary Churn Reasons:

  • Non-payment = The subscription churned because the transaction failed, the invoice went into the dunning process and was never recovered. In exports, is represented as "nonpayment"
  • Invalid Tax location = The subscription churned because the EU or NZ GST tax validation check failed and the account’s information was not updated to meet the validation check criteria.

% Churn Definitions

  • Active Subscriptions = An active subscription includes any subscription that is NOT expired (i.e. active, in trial, canceled, paused). For monthly/weekly intervals, the active subscriptions value is the total number of subscriptions at the BEGINNING of the month/week.
    • % Churn = Total subscriptions churned over the selected interval / total subscriptions active at the BEGINNING of the selected interval.

Ways to use

  • Understand why churn is increasing in order to take targeted reasons to stop it.