Cancellation timing: see exactly when customers churn

Knowing how many customers churn is table stakes. Knowing when in their lifetime they leave is where the real insight is — and it's what the new Cancellation timing report shows you.

It's a new tab in the Churn group, and it answers a question most tools can't: for the customers you acquired, how quickly did they slip away?

Churn as a curve, not a number

Pick a cohort by when customers started paying, and Cancellation timing shows the share of that cohort who had cancelled by each point in their lifetime — by day 1, week 1, month 3, month 6, a year in. It plots as a set of cumulative curves, one per tenure window, so the shape of your churn jumps out.

A steep early rise means early-life churn — an onboarding or first-value problem. A flatter curve that only climbs later points at long-run fit or pricing. Same overall churn rate, completely different fix.

There are two views:

• Over time — cumulative curves across signup cohorts, so you can see whether early churn is getting better or worse month over month.
• Distribution — how cancellations spread across tenure buckets for a single cohort.

From the curve to the customers

Click any bucket and you get the exact customers behind it — the accounts that churned by day 7, or the ones that made it past a year and then left. So "we have an early-churn problem" becomes a concrete list you can actually reach out to and learn from.

Like every GrowPanel report, it respects your filters, so you can compare cancellation timing by plan, market, channel or any custom variable — and find out whether one segment leaks early while another sticks.

Why it matters

Retention isn't a single number; it's a curve. Cancellation timing makes that curve visible, so you can tell an onboarding problem from a value problem and put your retention effort where it actually moves the needle.

It's live now under Reports → Churn → Cancellation timing. Read the full guide.