Use case
How many subscribers do you have, how long do they stay, and why do they leave?
Recurring revenue is the number a subscription business is judged on, and it is the one the CRM is worst at showing. A subscription that stopped, a subscription that is still running but failing to bill, and a subscription that never started are three different things that all look similar in an export.
Subscription retention by plan
saved report · Recurring revenue
By plan
| Plan | Active at start | Ended | Churn | Avg months active | Failing now |
|---|---|---|---|---|---|
| Monthly — Starter | 412 | 31 | 7.5% | 9.2 | 14 |
| Monthly — Pro | 268 | 9 | 3.4% | 18.6 | 5 |
| Annual — Pro | 147 | 3 | 2.0% | 26.1 | 1 |
| Monthly — Legacy | 63 | 11 | 17.5% | 31.4 | 8 |
| All plans | 890 | 54 | 6.1% | 16.4 | 28 |
applied — a subscription that ended because it reached its planned term is not churn — only the ones that stopped early are counted here, and the reason is carried on every row
Every figure above is invented. We build these reports for real businesses and do not put their numbers, or their names, on a public page.
Why it is not one query
The rules that decide the number.
Ended is not the same as cancelled
A subscription can stop because the customer left, because the card kept failing, or because it reached its planned end. The reason is carried beside the end date, so churn can be counted on the ones that mean something and not on the ones that simply finished.
The quiet failure
A subscription still marked active, where the most recent payment attempt declined, has not churned yet — and it is about to. It is flagged as failing while it is still active, because the month it shows up in the churn count is a month too late.
How long is a running subscription?
Months active for a subscription that ended is a fixed number. For one still running it is measured to today, which means it changes every night — and that is the intended behaviour, stated rather than discovered.
A pause is not a cancellation
Holds, downgrades and plan changes all look like an ending followed by a beginning. Whether those count as churn is a decision about the business, agreed once and applied the same way by every report and every agent.
Rate of what?
Churn as a share of subscribers at the start of the month, of the average across it, or of everyone who was ever active are three different rates. The report names which one it is dividing by, on the section.
The money and the count disagree
Losing ten small subscribers and one large one are very different months. Count and value are shown together, because a churn rate on its own has talked plenty of businesses into the wrong decision.
Related questions
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