The Churn Rate if Subscriptions Over Time report displays the percentage of subscriptions that were canceled during a selected date range. It helps you track retention and understand how cancellations affect overall growth. Subscriptions are only counted once they become paying subscriptions. If a subscription has a trial without a setup fee, it will appear in this report as a new paying subscription once the trial has ended and the first payment is complete. If a subscription includes both a trial and a setup fee, it is counted as a paying subscription starting from the purchase date.
This report is most useful for:
Gross Churn Rate: measuring the percentage of existing subscriptions that canceled
Net Churn Rate: understanding whether the subscription business grew or shrank when comparing new paying subscriptions to canceled subscriptions
Growth Rate: identifying the pace of adding new paying subscriptions
Data Presented in this Report
Visual charts
Churn rate (line chart)
Displays the gross churn rate percentage across the selected time frame.
Data table
The data table provides a detailed breakdown of subscription activity, including:
Interval: The reporting interval (day, week, month, or year) within the selected date range.
Period Start:The number of non-canceled subscriptions at the beginning of the period.
New: The number of paying subscriptions that began during the period.
Canceled: The number of subscriptions that were canceled during the period. This is based on the date the subscription actually reached canceled status, not the date it was set to pending cancellation.
Started/Ended: The number of paying subscriptions that both started and ended within the same period. These are not included in the New or Canceled counts in this report.
Period End: The number of non-canceled subscriptions at the end of the period.
Gross Churn Rate: The percentage of subscriptions canceled during the period, relative to the starting base. Calculated as Canceled ÷ Period Start.
Net Churn Rate: The percentage of cancellations after accounting for new subscriptions. Calculated as (Canceled – New) ÷ Period Start.
Growth Rate: The percentage of growth in subscriptions compared to the start of the period. Calculated as New ÷ Period Start.
How to use the report
You can customize the data displayed in the report using several controls.
Controls
Time range: Filter data by period (e.g., last 7 days, last 30 days, custom date range).
Interval: Choose how the data is grouped within the selected time range (Day, Week, Month, Year).
Offer selection: Choose whether to view churn data across all offers or focus on a specific offer.
Currency selector: View stats in your preferred currency.
Add comparison: Compare current churn results against a past period.
Export information
When you export the Churn rate of subscriptions over time report, the resulting file will include the same columns and reflect any filters you have applied. This ensures the data in the export matches what is displayed in the report:
Date
Subscriptions at period start
New subscriptions
Canceled subscriptions
New subscriptions that were cancelled during the period
Subscriptions at period end
Gross churn rate
Net churn rate
Growth rate
FAQs
Why does my net churn rate appear negative?
A negative net churn rate means you added more new subscriptions than were canceled during the period. In other words, growth in new paying subscriptions outpaced the number of cancellations. This is a positive outcome because it shows your subscription base expanded overall, even though some subscriptions may have still churned.