User churn helps you better identify the users that have an active login (i.e. license) to your product vs those that have a deactivated one (and thus can no longer access your product).
To enable auto-tracking of your churned users, navigate to Lifecycle Tracking -> User Churn in your Account Settings (or get there via Quick Jump).
Once there, you'll simply need to configure the rules that identify your churned users. The most common scenario is to send Vitally a user trait such as
deactivated, which should be set to
true for any deactivated users.
When configured, Vitally will then set a
Deactivated date trait on your users as users match your rules.
Once a user churns, we move them out of the default list of accounts. However, you can easily view your churned users by clicking the "Churned" filter you'll see to the right of all user lists in Vitally.
While this feature is meant to auto-flag users once they have their license to your product deactivated, another use case is to auto-ignore team members (on your team) that are able to log in to your product on behalf of a customer.
To address this use case, you may want to consider adding a rule on the user's email that flags anyone with your email domain (e.g. "contains @vitally.io") as deactivated.
There are a few important points about churned users to keep in mind:
Any product events sent by churned users are ignored Once a user is set to churned, Vitally will no longer track any activity that user has with your product. We do this for basically the use case above - so that your team members don't pollute you Vitally data.
If the user moves back into an active state (i.e. they stop matching your churn rules), that is when Vitally will start tracking the user's activity again.
All Vitally user-based metrics omit churned users Any metric in Vitally that targets users omit churned users, including:
User counts for an account
Active user percentage
Success Metrics that have a numerator or denominator for a user population
For example, on an account dashboard, user metrics like total users and active user percent only include non-churned users (i.e. the below shows 12 non-churned users).