Lost Customers

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.

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

ROLLING
TO DATE
LAST COMPLETE

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.

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

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 to show benchmark data.
Click to download data as a CSV file or a PNG image.

Milestones

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

Actions

Here are the actions available for the milestones section:

Click to add a new milestone.
Click to select which views to show.

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.