Signal library
Patterns we look for when auditing app analytics for predictive churn. Use this as a conversation starter—not a plug-and-play scorecard.
Patterns that often precede cancellation
Strength ratings reflect how often these patterns held predictive value across recent UK SaaS and subscription product engagements. Your product may differ.
| Signal | Stage | Strength | What we watch |
|---|---|---|---|
| Core workflow abandonment streak | Activation | Strong | Three or more incomplete attempts at the primary job-to-be-done within a billing period, especially after prior success. |
| Support tone shift | Adoption | Moderate | Tickets moving from how-to questions toward export, cancellation, or competitor comparison language. |
| Seat under-utilisation | Expansion | Moderate | Paid seats idle while admin activity continues—often precedes plan downgrade rather than full exit. |
| Billing page dwell without change | Renewal window | Strong | Repeated visits to plan or invoice pages without a successful upgrade or payment method update. |
| Feature substitution gap | Habit | Emerging | Users stop opening a previously daily feature and do not adopt the replacement path you shipped. |
| Invite freeze | Team growth | Moderate | Invitation and onboarding events halt after a period of steady team expansion. |