Churn report
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Operations → Reporting → Auto Orders → Churn
Overview
Simply click the Generate Report Button to view the report, there are no other settings or options.
This report is schedule-able
To schedule an automated report that is emailed to one or more email addresses, select the "Schedule report checkbox.
You'll then be presented with the report scheduler form:
What is customer churn?
Customer churn refers to the natural business cycle of losing and acquiring customers over a period of time. Every company experiences churn and generally speaking, the less churn you have, the more customers you keep.
What is a churn percentage?
Churn percentage, (i.e.- “attrition rate”), is the rate at which customers stop doing business with a company over a given period of time. Churn may also apply to the number of subscribers who cancel or don’t renew a recurring order. The higher your churn percentage, the more customers stop buying from your business. The lower your churn rate, the more customers you retain. Typically, the lower your churn rate, the better.
The Churn Report Details
The Churn report is a multi-worksheet report.
The first worksheet is the Overall Churn summary, the second worksheet is the Item Index, and each additional worksheet will provide the Item level churn details for each of your auto order items.
Overall Churn Worksheet Columns
The Overall Churn worksheet in the Churn Report provides a monthly summary of customer retention metrics. It tracks active customer counts over time, calculates churn rates, and indicates growth trends. This helps merchants identify patterns in customer retention and take proactive measures to reduce churn.
Use the table below to understand each column in the worksheet.
Column Name | Description |
|---|---|
Month | The specific month and year for the reporting period (format: MM/DD/YYYY). This serves as the timeline anchor for all metrics. |
Period starting active | The number of active customers (e.g., subscribers or accounts) at the beginning of the month. This is the baseline for churn calculations. |
Added in period | The number of new customers added during the month. This reflects acquisition efforts and contributes to net growth. |
Churned in period | The number of customers who became inactive (churned) during the month. This is a key indicator of retention issues. |
Period ending active | The total number of active customers at the end of the month. Calculated as: Period starting active + Added in period - Churned in period. |
Churn percentage | The churn rate for the month, expressed as a percentage. Calculated as: (Churned in period / Period starting active) × 100. Rounded to two decimal places. |
Outcome | A qualitative summary of the active customer trend for the month: "growing" if the ending active count exceeds the starting count, "shrinking" if it decreases, or stable otherwise. |
Item List Worksheet Columns
The Item List worksheet in the Churn Report breaks down active customer counts by specific items or product categories. This view helps identify which products drive customer retention or contribute to churn. By filtering or sorting on item-level data, merchants can pinpoint underperforming items and adjust inventory, pricing, or marketing strategies accordingly.
Use the table below to understand each column in the worksheet.
Column Name | Description |
|---|---|
Item ID | A unique identifier for the item or product category (e.g., "100", "99AO", "AOBASE"). This links to your UltraCart catalog and serves as the primary key for cross-referencing with other reports. |
Active Count | The number of currently active customers associated with this item. This metric reflects ongoing engagement, such as repeat purchases or subscriptions tied to the item. |
Tip: Sort by Active Count descending to prioritize high-engagement items. For deeper analysis, export this data and join it with your UltraCart item inventory via the Item ID to correlate with sales velocity or stock levels.
Item-Level Churn Worksheet Columns
The Item-Level Churn worksheets (e.g., Churn by Item - BONE, Churn by Item - AOBASE) provide a detailed, per-item view of customer retention metrics over time. Each worksheet focuses on a single item from the Item List and mirrors the structure of the Overall Churn worksheet, allowing you to analyze churn patterns specific to that product or category.
Use the table below to understand each column in an Item-Level Churn worksheet.
Column Name | Description |
|---|---|
Month | The specific month and year for the reporting period (format: MM/DD/YYYY). Aligns with the timeline in the Overall Churn worksheet for cross-comparison. |
Period starting active | The number of customers active with this specific item at the beginning of the month. This is the baseline for item-specific churn calculations. |
Added in period | The number of new customers who became active with this item during the month (e.g., new subscriptions or purchases). A dash ( |
Churned in period | The number of customers who stopped being active with this item during the month (e.g., canceled subscription, no repeat purchase). A dash ( |
Period ending active | The total number of customers active with this item at the end of the month. Calculated as: Period starting active + Added in period - Churned in period. |
Churn percentage | The churn rate for this item in the month, expressed as a percentage. Calculated as: (Churned in period / Period starting active) × 100. Rounded to two decimal places. A dash ( |
Outcome | A qualitative trend indicator: "growing" if Period ending active > Period starting active, "shrinking" if less, or blank if stable. Helps quickly spot retention momentum. |
Note: Dashes (
-) are used instead of0or blank cells to clearly distinguish "no activity" from "zero change." This improves readability in exported reports.
Tip: Use the Return to index hyperlink (top-left) to navigate back to the Item List worksheet. Compare Churn percentage across multiple item worksheets to identify high-retention vs. high-churn products.
For deeper analysis, export item-level data and build cohort retention charts in tools like Excel or Google Data Studio. Refer to the Overall Churn Worksheet for aggregate benchmarks and the Item List Worksheet to select items for review.