topic Re: Reporting on Churn Rate in Dashboards & Reporting

Reporting on Churn Rate

MargaretNZ — Wed, 30 Aug 2023 23:28:12 GMT

I'm looking at a way to report on Churn each quarter without having to manually export and calculate.
Ideally I'd like to see summarised the number of Clients, number of Non-Paying Clients and number of Ex-Clients as at a specified date, but only the clients churned during the current quarter (bonus points for also having a list of churned clients and reason churned).
I can't see a way to filter the dates for Ex-Clients - any suggestions on how I could get this to work?

Re: Reporting on Churn Rate

karstenkoehler — Thu, 31 Aug 2023 04:14:22 GMT

Hi @MargaretNZ,

That depends on how you track who's a client, who's a non-paying client and who's an ex-client – can you share a bit more context about how you currently see / identify this information in your CRM?

HubSpot doesn't track this out of the box / automatically. It would have to be something that you've set up, using custom properties, for example, or maintaining contract dates on deal records.

Best regards

Re: Reporting on Churn Rate

MargaretNZ — Thu, 31 Aug 2023 04:51:42 GMT

Hi Karsten!
We are using the HubSpot field 'Type' in the Company Record. This is a Radio select button which includes the three client options - Client, Non-Paying Client and Ex-Client, as well as Prospect, Partner, Supplier and 'Other'.
I'm comfortable that the Client and Non-Paying Client records are correct. When a client cancels their subscription, part of the process is to manually change this field to 'Ex-Client'.
Does that help?
Margaret

Re: Reporting on Churn Rate

karstenkoehler — Thu, 31 Aug 2023 05:41:35 GMT

Hi @MargaretNZ,

In that case a simple pie chart could do the trick?

Navigate to Menu > Reports > Reports > Create report > Single object > Companies.

Und Filters in the top left corner, select all time as a date range.

Under Data, add Type.

In the Visualization tab, drag and drop Type and Count of Companies into the Displaying area. Then select a pie chart as a chart type.

Let me know if you have any follow-up questions!

Re: Reporting on Churn Rate

MargaretNZ — Thu, 31 Aug 2023 23:18:54 GMT

Hi Karsten

My problem is that I want to concurrently show current paying and non-paying, along with ex-clients in a time period, not all time (eg they became ex-clients in Apr-Jun). What you suggest shows me an alltime value for ex-clients. Does that make sense?

Marg

Re: Reporting on Churn Rate

karstenkoehler — Fri, 01 Sep 2023 04:18:22 GMT

Hi @MargaretNZ,

If you're only maintaining the type property, not including a date property, this is not possible. You would have to maintain a churn date property, for example, so that you can reference it in reports.

Re: Reporting on Churn Rate

MargaretNZ — Fri, 01 Sep 2023 04:48:37 GMT

Hmmm .. you're onto something here! We do have a workflow that date
stamps 'Date Left' when a company record is updated to 'ex-client' type.
This means that I can report on ex-clients in isolation, but I still can't
figure out how to combine that data in a report that includes current
clients AND ex clients. I'll keep working on it, or will maybe have to do
it manually, which I dislike! Thank you for your help.

Re: Reporting on Churn Rate

AndresPS — Thu, 07 Sep 2023 15:02:03 GMT

Maybe it will help you, generate a KPI type report, in the values section, add the total value of customers and then the total value of ex-customers.

Then in the graph options enable the "Show percent change comparison" option.

Currently I am trying to report the Churn Rate but this percentage is giving me the inverted value.

I am trying to graph Churn rate of customers. For this I compare the total contacts, followed by the contacts that are in stage Customer. All this is limited to the date of creation of the contact. But when I enable the "Show percent change comparison" option, the value is inverted.

For example if I have 4 new contacts and 3 are currently customers the card shows me "<25%". it should be only 75%.