Customer health dashboard

Plans supporting this feature: Growth Enterprise

Understanding customer retention and churn is critical for subscription-based businesses. Below is a detailed description of each KPI to help you monitor and optimize these vital metrics.

1. Overview

Purpose: The Customer Health Dashboard monitors subscription churn, retention, and net revenue retention. It highlights how well the business retains its subscribers and revenue over time.

Who it’s for: CFOs, FP&A teams, RevOps managers, Customer Success managers, and CROs who want to track customer retention, churn, and long-term value.

Business Value: Understanding churn and retention trends helps businesses identify risks, evaluate retention strategies, and optimize revenue growth. It connects financial health with customer lifecycle behavior.

2. Key Questions Answered

• What is my current churn rate?

• How many subscribers and subscriptions have churned in a given period?

• How much revenue am I retaining from existing customers (NRR)?

• What percentage of paid subscriptions are churning vs. renewing?

3. Metrics & Definitions

• Subscription Churn Rate

  % of active subscriptions that cancel in a given period.

  Calculation:  [(Total number churned subscriptions during the period) / (Number of Subscriptions ACTIVE or PAUSED in the beginning)] x 100

• Churned Subscriptions

  Total number of subscriptions that were canceled.

  Calculation: Count of subscriptions with a cancellation date in this period

• Customer Retention Rate

  % of customers who continue with at least one active subscription after renewal.

  Calculation: (Customers at the end of period + New customers acquired) ÷ Customers at start of the period × 100

• Net Revenue Retention (NRR)

  % of recurring revenue retained, including upgrades and downgrades, excluding new customers.

  Calculation: [Current Period MRR / Previous Period MRR (12 months ago)] x 100

• Subscribers Churn Rate

  % of unique subscribers who canceled all subscriptions in a given period.

  Calculation: (Churned Subscribers ÷ Active Subscribers at period start) × 100

• Churned Subscribers

  Number of unique customers who lost all active subscriptions.

• Subscriptions in Cancellation

  Count of subscriptions currently flagged for cancellation but not yet expired.

  Calculation: Count of subscriptions where status = canceled

• Paid Subscriptions Churn Rate

  Churn rate limited to paid subscriptions only (excludes trials and non-paying).

  Calculation: (Churned paid subscriptions ÷ Active paid subscriptions at period start) × 100

• New Customers

  Number of newly registered customers in a given period.

• Deleted Customers

  Number of customers removed/deleted from the system in a given period.

4. Filters

All the above metrics can be filtered using the following criteria:

• Date (time period selection)

• Country (customer geography)

• Plan (subscription plans)

• Churn Type –  Categorizes the primary cause of subscription termination. Each value represents a different churn scenario that helps diagnose retention issues.

  • Canceled – customer actively ended the subscription (voluntary churn)

  • Dunning – subscription expired due to repeated payment collection failures (involuntary churn)

  • Fixed – subscription ended automatically after a fixed term or pre-agreed duration

  • On Demand – subscription ended after a pay-per-use or consumption-based period

  • Expired – subscription reached its natural end date without renewal

  • Unknown – no churn reason recorded

These filters enable targeted analysis and greater insights into specific dimensions of your revenue performance.

5. Usage Scenarios

• Finance Leader (CFO/FP&A): Evaluate how churn impacts revenue.

• RevOps Manager: Identify churn by plan to optimize go-to-market and pricing strategies.

• Customer Success Manager: Track risks, monitor retention efforts, and prioritize outreach to prevent cancellations.