03 / RETENTION SIGNALS
— Cohort review
INSIGHT 07
THE QUIET EXIT
Churn begins before cancellation.
Cancellation share by time since last meaningful session
The largest cancellation group had been inactive for twenty-two to twenty-eight days, accounting for 27 percent of cancellations.
SHARE OF CANCELLATIONS BY LAST MEANINGFUL SESSION
Accounts cancelling in Q4 2024 · percentage of completed cancellations
30%
20%
10%
0%
6%
11%
18%
27%
23%
15%
0–7 days
8–14 days
15–21 days
22–28 days
29–42 days
43+ days
Time elapsed before an account submitted its cancellation
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