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    Lost Customers

    In this topic, you will learn about about Audience Insight data related to lost customers. These metrics will improve customer visibility and help guide company decisions.

    Introduction

    The lost customers section helps you track the number of customers lost over time, and provides you with information about customers who are scheduled to cancel subscriptions. This allows you to proactively reach out to these potentially lost customers.

    From your Audience Insights scorecard, select the Lost Customers tab to see the information.

    Customer summary scorecard
    Lost Customers scorecard

    Lost customers in the last

    In the Lost Customers section, click the month button to select the specific date for your reporting data.

    Select week time span

    In the Lost Customers section, click in the following tabs to see the different options to retrieve data:

    • ROLLING
      Print report
    • TO DATE
      Print report
    • LAST COMPLETE
      Print report

    Lost customers per day

    Lost customers' metrics will help gain insights into your marketing effectiveness.

    Overview

    Quickly view a summary of lost customers' data per day.

    Lost customers per day
    Lost customers per day

    Review lost customers' data:

    • Total - Total number of subscribers who have canceled their plan
    • Involuntary - Typically catches subscribers with a declined or canceled credit card
    • Voluntary - Includes an active action by the customer to unsubscribe
    • Lost trials - Lost customers who didn't subscribe after a free trial period

    Actions

    Here are the actions available for this section:

    • Click Expand Icon to expand the graph and see more information.
    • Click Overflow menu to download data as a CSV file or a PNG image.
      Download customer change data
    • Select Expand Icon to see lost customers displayed in numbers or percentages
    • Select a date range for your data.
      Date range
    • Select the x-axis granularity to be Day, Week or Month.
      X-axis granularity
    • Check Auto adjust to automatically change the x-axis dimension to day, week or month.

    Key metrics

    Customer summary scorecard
    Key metrics

    Review key metrics data:

    • Paid churn percent - Percentage of your paid subscription base that has left the service in the past 30 days
    • Lost trials percent - Percentage of lost customers who didn't subscride after a free trial period in the past 30 days
    • Percent stalled trialists - Percentage of Stalled Trialists. Some people sign up, watch a video, and never participate again
    • Percent stalled users - Percentage of inactive subscribers

    Actions

    Here are the actions available for the key metrics section:

    • Click Expand Icon to show benchmark data.
    • Click Overflow menu to download data as a CSV file or a PNG image.
      Download customer change data

    Milestones

    Milestones track progress against your decisions and are persistent throughout each tab of the Scorecard.

    Customer summary scorecard
    Milestones

    Actions

    Here are the actions available for the milestones section:

    • Click Expand Icon to add a new milestone.
      Download customer change data
    • Click Overflow menu to select which views to show.
      Download customer change data

    Scheduled cancellations

    Scheduled cancellations describes customers who have marked their subscription to expire at the end of their current paid term. We count this upcoming voluntary churn based on the last day they can use the service.

    Customer summary scorecard
    Scheduled cancellations

    Actions

    Here are the actions available for this section:

    • Click Expand Icon to download data as PNG image or PDF.
      Download customer change data

    Lost customers by category

    The lost customers' category allows you to filter lost subscribers by different options.

    Customer summary scorecard
    Lost customers by

    Actions

    Here are the actions available for this section:

    • Click Expand Icon to show the options to filter.
      Download customer change data
    • Click Expand Icon to download data as PNG image or PDF.
      Download customer change data

    Lost customers by video views and viewing activity

    Lost customers by video views and viewing activity are metrics that can help every behavior minimize the impact of churn.

    • Lost customers by video views
      Customer summary scorecard
      Lost customers by video views
    • Lost customers by viewing activity
      Customer summary scorecard
      Lost customers by viewing activity

    Actions

    • Click Expand Icon to download data as PNG image or PDF.
      Download customer change data

    Page last updated on 11 May 2022