Subscriptions Churn

Subscriptions Churn is a cohort chart that shows the percentage of paid subscriptions that churned during the selected period.

Subscriptions Churn = (Subscriptions expired during the period) / (Paid subscriptions at the start of the period) × 100%

The denominator is the subscription count at the start of the period — new subscriptions started during the period are not included in the denominator.

Find Subscriptions Churn under Analytics → Reports → Subscriptions in the sidebar.

Negative churn

Churn can be negative. This happens when your app allows customers to hold more than one subscription at a time, and a user adds a purchase to their existing stack — "expansion".

Negative churn is a healthy signal — it means your existing customer base is growing in value even while some subscriptions expire.

Supported filters and segments

Subscriptions Churn supports all standard segments and filters documented in Reports → Filters and segments.

Filter-only (not available as Segment by):

• Permission group — segment support is planned, currently filter only.
• Screen
• Experiment variations

FAQ

Why is Subscriptions Churn at the start of the period and not the end?

Because using the end-of-period count would dilute the rate with new subscriptions that haven't had time to churn. Anchoring on the start gives a clean "of subscriptions that could have churned this period, how many did" answer.

Why are new subscriptions during the period not counted?

A subscription that started mid-period and stayed active for one week doesn't have a fair chance of "churning" yet. Including it in the denominator would understate churn. The cohort definition is locked at period start.

What's the difference between Subscriptions Churn and Churned Revenue?

• Subscriptions Churn counts subscriptions — every churned subscription weighs equally.
• Churned Revenue measures MRR lost — high-paying churners weigh more than cheap ones.

You can have low Subscriptions Churn but high Churned Revenue if your most valuable customers are the ones leaving. Look at both together.

Does this chart count cancellations with auto-renew off but still in their paid period?

No. Only expired subscriptions count. A user who turns off auto-renew today but has 25 days left on their plan doesn't count as churned until the period actually ends.