--- title: Churn Analysis Template (Cohorts & Segments) | Value Scale Hub description: A practical churn analysis template for B2B SaaS. Track churn by cohort, segment, plan and channel to find real drivers — turn insights into retention. --- [Skip to content](https://valuescalehub.com/resources/churn-analysis-template-cohorts#main-content) [![Value Scale Hub SaaS Consulting Services](https://valuescalehub.com/hs-fs/hubfs/Value%20Scale%20Hub%20SaaS%20Consulting%20logo.png?width=360&height=96&name=Value%20Scale%20Hub%20SaaS%20Consulting%20logo.png)Homepage](https://valuescalehub.com) - [Services](https://valuescalehub.com#Services) - [Go-To-Market Strategy](https://valuescalehub.com/go-to-market) - [Pricing & Packaging](https://valuescalehub.com/price-optimization-strategies-value-scale-hub) - [Churn Reduction](https://valuescalehub.com/churn-reduction) - [M&A Support](https://valuescalehub.com/mergers-and-acquisitions-support) - [Diagnostics](https://valuescalehub.com/saas-diagnostics-report) - [Resources](https://valuescalehub.com/resources) - [Case Studies](https://valuescalehub.com/saas-case-studies-value-scale-hub) - [Insights](https://valuescalehub.com/blog) - [About](https://valuescalehub.com/about) - [Contact](https://valuescalehub.com/contact) [Book a meeting](https://valuescalehub.com/contact) - [Services](https://valuescalehub.com#Services) - [Go-To-Market Strategy](https://valuescalehub.com/go-to-market) - [Pricing & Packaging](https://valuescalehub.com/price-optimization-strategies-value-scale-hub) - [Churn Reduction](https://valuescalehub.com/churn-reduction) - [M&A Support](https://valuescalehub.com/mergers-and-acquisitions-support) - [Diagnostics](https://valuescalehub.com/saas-diagnostics-report) - [Resources](https://valuescalehub.com/resources) - [Case Studies](https://valuescalehub.com/saas-case-studies-value-scale-hub) - [Insights](https://valuescalehub.com/blog) - [About](https://valuescalehub.com/about) - [Contact](https://valuescalehub.com/contact) [Book a meeting](https://valuescalehub.com/contact) # Churn analysis template for B2B SaaS (cohorts + segments) This template helps you move from “overall churn is X%” to “churn is concentrated in these cohorts, segments and plans – and here’s why.” You log one row per customer (or subscription), assign a cohort, add segmentation, and track churn status + reasons. From there, you can build pivot tables and charts to see where churn really concentrates. ## 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 ### Get churn analysis template (Excel) ## 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**](https://valuescalehub.com/churn-reduction) and [**SaaS Diagnostics Report**](https://valuescalehub.com/saas-diagnostics-report). ## Want a ranked view of your growth, churn and pricing levers? If you’re not sure whether churn/NRR is actually your biggest constraint—or just one part of the story — we can map your highest EV levers and give you a 90-day plan. [Get the SaaS Diagnostics Report](https://valuescalehub.com/saas-diagnostics-report) [Learn about churn reduction](https://valuescalehub.com/churn-reduction) Churn analysis template for B2B SaaS (cohorts + segments) | Value Scale Hub [![Value Scale Hub SaaS Consulting Services](https://valuescalehub.com/hs-fs/hubfs/Value%20Scale%20Hub%20SaaS%20Consulting%20logo.png?width=360&height=96&name=Value%20Scale%20Hub%20SaaS%20Consulting%20logo.png "Value Scale Hub SaaS Consulting Services")](https://valuescalehub.com) - [Services](https://valuescalehub.com#Services) - [Go-To-Market Strategy](https://valuescalehub.com/go-to-market) - [Pricing & Packaging](https://valuescalehub.com/price-optimization-strategies-value-scale-hub) - [Churn Reduction](https://valuescalehub.com/churn-reduction) - [M&A Support](https://valuescalehub.com/mergers-and-acquisitions-support) - [Diagnostics](https://valuescalehub.com/saas-diagnostics-report) - [Resources](https://valuescalehub.com/resources) - [Case Studies](https://valuescalehub.com/saas-case-studies-value-scale-hub) - [Insights](https://valuescalehub.com/blog) - [About](https://valuescalehub.com/about) - [Contact](https://valuescalehub.com/contact) --- © 2026 Value Scale Hub. 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