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