Churn Reasons
The Churn Reasons report shows a timeline of why customers cancelled their subscriptions, broken down by the specific reason recorded at cancellation. This helps you identify the most common drivers of churn and prioritize retention strategies accordingly.
Overview
The Churn Reasons report is part of the Churn tab group, alongside Logo Churn, MRR Churn, Net MRR Churn, and Scheduled Churn.
The report includes four main sections:
- Timeline chart - MRR lost per reason over time
- Pie chart - Proportional breakdown of churn reasons
- Breakdown table - Period-by-period detail per reason
- Movement detail table - Individual customer churn records
Timeline chart
The timeline chart shows MRR lost to churn, broken down by cancellation reason as stacked lines. Each reason is assigned a consistent color across the report.
- Y-axis - MRR lost (in your base currency)
- X-axis - Time periods (based on interval selection)
- Lines - Each line represents a specific churn reason
This helps you spot trends, such as a spike in "Too expensive" cancellations after a price increase, or a rise in "Missing features" that signals a product gap.
Pie chart
The pie chart shows the proportional share of each churn reason across the selected period. It displays the top 5 reasons, grouping the rest under "Other".
Use this chart for a quick visual answer to: "What's the #1 reason customers leave?"
Breakdown table
The breakdown table shows MRR lost per reason for each period, with customer counts displayed as superscript numbers.
| Column | Description |
|---|---|
| Reason | The cancellation reason label |
| Period columns | MRR lost and customer count for each period |
Click any cell to reveal the movement detail table showing the individual customers who churned for that reason in that period.
Hovering over a row highlights the corresponding line in the timeline chart.
Movement detail table
When you click a cell in the breakdown table, the detail table appears showing individual churn events:
| Column | Description |
|---|---|
| Date | When the churn occurred |
| Customer | Customer name and email (click to view detail page) |
| Reason | The cancellation reason |
| MRR lost | Amount of MRR lost from this customer |
The table is sorted by date (newest first) by default. Click any customer to view their detail page with full subscription history.
Supported churn reasons
GrowPanel recognizes the following cancellation reasons:
| Reason | Description |
|---|---|
| Too expensive | Customer cited price or cost concerns |
| Too complex | Product was too difficult to use or learn |
| Switched service | Customer moved to a competitor |
| Unused | Customer was not using the product |
| Missing features | Product lacked required functionality |
| Low quality | Customer was unsatisfied with product quality |
| Customer service | Issues with support or service |
| Payment failed | Automatically assigned when cancellation is due to failed payments |
| Payment disputed | Cancellation due to a payment dispute or chargeback |
| Other | Unspecified or custom reasons |
Setup requirements
To populate churn reasons data, your billing source must capture cancellation reasons:
- Stripe - Enable Stripe's built-in cancellation reason collection. When a customer cancels through Stripe's portal or API with a reason, GrowPanel automatically imports it.
- Chargebee / Recurly - Cancellation reasons from these providers are imported when available.
The "Payment failed" reason is special: GrowPanel automatically assigns it when a subscription is cancelled due to failed payment recovery, regardless of the billing source. This helps you distinguish voluntary churn from involuntary churn.
Note: If your billing source does not capture cancellation reasons, this report will show all churn under "Other" or with no reason specified.
Filters
The Churn Reasons report supports all standard filters:
- Date range - Select a custom range or preset period
- Interval - Aggregate by day, week, month, quarter, or year
- Churn reason - Filter to specific reasons (e.g., only show "Too expensive" and "Missing features")
- Additional filters - Plan, region, currency, billing frequency, payment method, pricing model, industry, customer age, size, channel, data source (see all filters)
Filters apply to all sections (chart, pie, table, detail) simultaneously.
Exporting the data
Click the Export icon next to the date picker to download the data as a CSV file.
Practical tips
- Prioritize the top reason. Focus retention efforts on the most common reason first. If "Too expensive" is #1, consider introducing a lower-cost tier or offering discounts to at-risk customers.
- Track reasons over time. A sudden increase in a specific reason often correlates with a recent change: pricing updates, feature removals, or support quality shifts.
- Separate voluntary from involuntary. Use the "Payment failed" reason to understand how much of your churn is involuntary. Involuntary churn can be reduced with dunning and payment recovery rather than product changes.
- Combine with segments. Filter by plan or customer size to see if churn reasons differ across segments. Enterprise customers may churn for "Missing features" while small accounts churn for "Too expensive".
- Use for product roadmap input. If "Missing features" is a top reason, dig into the detail table to identify which customer segments are affected and reach out to understand what's missing.
Related reports
- Logo Churn - Customer churn rate over time
- MRR Churn - Revenue churn rate
- Scheduled Churn - Upcoming cancellations
- Failed Payments - Payment failure and recovery tracking
- Customer Concentration - Revenue risk from top customers
