Been tracking usual metrics like login frequency and feature usage but feels like I’m always one step behind.
What behavioral patterns do you watch for that actually predict churn before it happens? Looking for those subtle warning signs that come weeks before someone cancels.
Session time dropping is a massive red flag. I’ve tracked this across three apps - users spend 30% less time per session about 3-4 weeks before they bail.
Navigation patterns change too. When they stop exploring and stick to just one feature, they’re shopping around for replacements.
Push notification opens crash early. Someone goes from 8% to 2% opens? They’re already mentally gone, even if the app’s still on their phone.
Track these behaviors by cohort. Way better than waiting for them to stop logging in.
Watch for decreased activity and uninstalled apps.
Time between key actions is huge. If users take 3x longer to finish core tasks, they’re probably checking out. Watch support patterns too - users who submit tickets but ghost your responses? They’re done. That ticket was their last-ditch effort and you didn’t help fast enough. Feature adoption is critical. New users who don’t touch your second most important feature within 14 days will likely churn within 60.
Focus on user engagement depth rather than just login frequency. Look for signs like skipped features or incomplete tasks. Support tickets can also be telling; users often reach out for help before they decide to leave.
Payment failures are your early warning system. Cards get declined before people actually cancel.