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)

Body text (short):
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.