Churn analysis template for B2B SaaS (cohorts + segments)

What this template helps you do

• See churn by cohort instead of one blunt overall number

• Slice churn by plan, segment, acquisition channel and region

• Use a consistent churn reason taxonomy so patterns are visible over time

• Build a driver map you can turn into a retention plan

You can use it whether you’re at €1m ARR or €30m+ ARR – the structure is the same.

Inside the churn analysis template (Excel)

The Excel file has three sheets:

1. Instructions
   Short “how to use” guide and tips on getting value fast.

2. Lookups
   A predefined list of primary churn reasons, so you don’t end up with 50 messy free-text variations.

3. Churn_Data
   One row per customer or subscription, with columns for:

   • Customer ID

   • Customer name

   • Cohort (e.g. 2025-01)

   • Start date

   • Segment / industry

   • Plan / tier

   • Acquisition channel

   • Region

   • Start MRR (or ARR)

   • Churned? (Yes/No) – with dropdown

   • Churn date

   • MRR (or ARR) at churn

   • Primary churn reason – with dropdown based on the lookup list

   • Secondary churn reason (optional)

   • Notes

There are a few example rows filled in so you can see how to use it.

How to use the churn analysis template

1. Define churn and cohorts

   • Decide what counts as “churn” (logo churn, revenue churn, or both).

   • Use cohort = start month (e.g. 2024-01) for each customer.

2. Import or copy data

   • Export customer and subscription data from your billing/CRM.

   • Copy into the Churn_Data sheet, one row per customer/subscription.

3. Fill in segmentation

   • Segment / industry

   • Plan / tier

   • Acquisition channel

   • Region

4. Mark churn status

   • Set Churned? to Yes or No.

   • If Yes, add Churn date and MRR (or ARR) at churn.

5. Apply churn reasons

   • Choose a primary churn reason from the dropdown (Lookups sheet).

   • Optionally add a secondary reason + notes.

6. Build pivots and charts

   • Build a pivot by cohort + plan, or cohort + channel, to see where churn is concentrated.

   • Do a separate view for first 90 days churn vs later churn.

Default churn reasons (you can customise)

The template comes with the following primary churn reasons preloaded:

• No realised value / low adoption

• Missing features / product gap

• Too expensive / pricing mismatch

• Replaced by competitor

• Budget cut / business change

• Poor support / implementation

• Security / compliance requirements

• Internal champion left

• Other / unclear

You can edit this list in the Lookups sheet if you want to adapt the wording.

Download the churn analysis template (Excel)

Add your details and we’ll send you the Excel version of this template so you can start logging churn by cohort and segment right away.

You’ll get:

• The full churn logging structure

• Dropdowns for churn reasons and churn status

• Example rows to show how to use it

What to do after you’ve filled it in

Once you’ve logged a few cohorts, focus on:

• Where churn is highest (by cohort, plan, channel, region)

• Which churn reasons show up most for high-value segments

• Where early churn (first 90 days) is concentrated

From there, you can design retention initiatives:

• Fixes in onboarding and activation

• Segment-specific playbooks

• Pricing/packaging adjustments

• Product changes where they clearly pay off

If you’d like help turning this into a driver map and retention plan with owners and timelines, that’s exactly what we do in our churn reduction projects and SaaS Diagnostics Report.