Churn Analysis Tab

Written By Sara Irfan

Last updated About 4 hours ago

Understanding the Churn Analysis Tab

The Churn Analysis tab is dedicated to one specific question: which clients have cancelled, and what can you learn from it?

'Churn' is just a business term for cancellations. It refers to clients who stop paying and leave their subscription. This tab shows you how many accounts have churned, when they churned, how long they were customers before they left, and which plans they were on. All of this helps you spot patterns and take steps to prevent future cancellations.

The Two Summary Numbers at the Top

At the top of the Churn Analysis tab, you'll see two cards:

Card	What It Means
Total Churned Accounts	The number of accounts that cancelled during the time period you've selected. You'll also see whether this is higher or lower than the previous period (e.g., '50% lower vs previous period').
Churn Rate	The percentage of your total portfolio that churned. For example, a 0.5% churn rate means roughly 1 in 200 clients cancelled during that period. Lower is better.

Both numbers are compared to the previous period automatically, so you can see at a glance whether churn is improving or getting worse over time.

The Churned Accounts Table

Below the summary cards, you'll see a table listing every account that cancelled during the selected time period. Each row shows:

Column	What It Shows
Account	The name of the business that cancelled.
Owner	The primary contact for that account.
Signed Up	When the account was originally created.
Churned	The date the account cancelled.
Active Duration	How long the account was a customer before cancelling (e.g., 14 months).
Plan	Which subscription plan they were on when they left.
Lost Revenue	How much monthly revenue was lost when this account churned.

You can select accounts from this table using the checkboxes and then click Trigger Workflow to launch a win-back campaign, which is an automated message sequence designed to invite churned clients to return.

Churn Timeline Chart

This chart shows you when cancellations happened over your selected date range. Each point on the line represents churn activity on that day, week, or month (you can switch between Daily, Weekly, and Monthly views using the buttons in the top-right of the chart).

What to look for:

Spikes: A sudden jump in cancellations on a specific date may point to an external event such as a billing glitch, a service outage, or a competitor promotion that happened around that time.

Seasonal patterns: If churn increases every quarter-end, clients may be cutting costs at budget review time.

Gradual trends: A slowly rising churn line over weeks or months suggests a systemic issue worth investigating.

Churn by Account Age

This chart answers an important question: at what point in a client's life with you are they most likely to cancel?

It breaks churned accounts into age groups based on how long they were active before leaving:

Age Group	What It Might Indicate
0–1 Month	Cancelled almost immediately after signing up.
1–3 Months	Left during the early adoption phase.
3–6 Months	Churned after a few months, often a sign of unmet expectations.
6–12 Months	Left after roughly half a year.
1 Year+	Long-term customers who eventually cancelled.

Why this matters: If most of your churn happens in the first 1–3 months, the problem is likely onboarding and clients are not seeing value quickly enough. If churn happens mostly after a year or more, the issue may be value erosion over time, or a competitor offering something newer.

💡 In the example shown in the screenshot, churn is concentrated in the '1 Year+' category, meaning long-term clients are the ones leaving. This suggests it's worth reviewing whether long-standing clients are getting enough ongoing value and attention.

Churn by Plan

This donut chart shows which subscription plans the churned accounts were on. It helps you identify whether one particular plan has a disproportionately high cancellation rate.

For example:

If most churn is coming from your entry-level plan, those clients may not be getting enough value to justify staying.

If a higher-tier plan shows unexpected churn, those clients may have specific unmet needs worth investigating.

The chart also shows the total number of churned accounts and breaks them down by plan with a count next to each plan name.

Churned Account Behavior: Coming Soon

At the bottom of the Churn Analysis tab, you'll see a section called 'Churned Account Behavior' marked as Coming Soon. This section will eventually show deeper signals that occurred before a client cancelled:

Adoption Drop: Whether the client's usage of features declined in the weeks before cancellation.
Login Activity: Whether the client stopped logging in, which is a common early warning sign.
Feedback Score: Whether negative feedback scores correlated with the cancellation.
Spending Habits: Whether SMS, email, or AI usage declined before they left.

These features are not active yet, but once available, they will make it possible to identify clients at risk of churning before they actually do, so you can intervene earlier.

How to Use Churn Analysis in Your Workflow

Here's a simple routine to get the most out of this tab:

Monthly Review

Open Churn Analysis at the start of each month. Check if churn went up or down compared to last month, and look at the Churn Timeline for any spikes you should investigate.

Identify Patterns

Use the Churn by Age chart to understand where in the customer lifecycle you're losing people. If early-stage churn is high, focus on improving your onboarding experience.

Run Win-Back Campaigns

Select recently churned accounts from the table and trigger a GoHighLevel workflow to send them a win-back message such as a special offer, a check-in call, or a re-engagement email sequence.

Share Findings with Your Team

Export the churned accounts table and include churn rate data in your internal reports to keep stakeholders informed of retention trends.

Reducing churn by even 1–2 accounts per month can have a significant impact on annual revenue. The Churn Analysis tab gives you the data to make that happen systematically rather than reactively.