Overview

Churned Subscribers refers to the number of customers who have canceled a subscription in the specified time range.

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Churned Subscribers = Customers who Canceled their Subscription

The calculation is based on data from the Subscription Metrics table.

Detailed Breakdown

The formula above is derived from the following components:

• Churned Subscribers = sum(total_churned_subscribers) --> Subscription Metrics table

Insights and Actions

Churned Subscribers helps you assess overall retention performance and identify where customers are disengaging from your subscription offering:

• Monitor Retention Trends: Track churn rates over time to detect changes in customer behavior or the impact of pricing, product, or service updates.
• Identify Root Causes: Analyze churned subscribers by subscription platform, product category, or billing cycle to uncover patterns driving cancellations.
• Balance Churn and Acquisition: Compare Churned Subscribers with New and Reactivated Subscribers to measure whether your overall subscription base is expanding or contracting.

Related Metrics

• Total Cancelled Subscriptions – Indicates how many subscriptions ended, complementing churn data at the subscription level.
• Active Subscribers – Shows the total number of current subscribers, helping you calculate churn as a percentage of your active base.
• Reactivated Subscribers – Reflects how many churned customers returned, providing insight into recovery of lost subscribers.

Example Use

Prompt

How many subscribers churned yesterday?

Response

Query

SELECT
  SUM(smt.total_churned_subscribers) AS total_churned_subscribers
FROM
  subscription_metrics_table AS smt
WHERE
  smt.event_date = CURRENT_DATE() - 1