Churned Customers Overview
Churned Accounts/Organizations are customers that formerly had access to your product but have since canceled their subscription or failed to convert a time-constrained trial.
If your Vitally plan limits the number of accounts you can track in Vitally, note that you are not charged for churned accounts. However, because we don't charge for churn, that also means we don't store any product events sent by churned accounts.
If a churned account later returns and satisfies your subscribed configuration, we will auto-categorize them as a subscribed customer and will then start tracking their product activity.
By default, all Accounts and Organizations are subscribed Accounts. Vitally will then check your Trial, Churn, and Account Track rules (under lifecycle tracking) to see if any of those accounts match those rules. If they do, those accounts are then categorized appropriately.
Configure Churned Customers
How to navigate to Churn configuration:
Navigate to your Settings (⚙️) by selecting your Account Logo on the top left and under Vitally Objects select Accounts or Organizations
Then select Churn Configuration (or via Quick Jump Mac:
⌘ + jWindows:Alt + j).
Now to configure your lifecycle tracking. This configuration will automatically separate your churned from your paying customers as well as track details like when the customer churned.
DEFINE THE CONDITION(S) BELOW THAT DETERMINES A CHURNED ACCOUNT
Select a trait that identifies a churned account from a paying customer. It can something like "Status is canceled" for example. You can add multiple filters here and select whether you want to use AND/OR logic
SELECT THE TRAIT(S) THAT CONTAINS THE DATE THE ACCOUNT CHURNED
If at all possible, we recommend tracking trial end dates. This way, we can automatically flag Unconverted trials, giving you a clearer sense of the set of the active trials that still have access to your product. So here, you'll want to identify the event property or trait that tracks the end of a customer's trial (if available)
If you do not have a trait to choose from, you can create a custom trait to manually manage in Vitally
Churned FAQ
Q: If an editable field is edited in Vitally for a churned account, do we push that data to integration platforms? Or only for subscribed accounts?
A: We push all non-ignored accounts so it would include churned.
Q: For Churned customers, does Vitally still sync in data?
A: Most the most part yes! We'll continue to sync in most data since that customer may come back and become a paying customer again so we want to catch those updates in the case they meet your subscribed filters. We no longer sync events being that a churned customer usually means they don't have access to your platform. While we still sync in data, things like success metrics and health scores freeze the day they churn.
Q: A Customer is showing as Churned but it doesn't match the churn rules, why?
A: This typically happens when a Customer doesn't match any other lifecycle tracking status. In other words, it did match the Churn configuration, then it stopped matching, but it doesn't match any other lifecycle tracking status (Subscribed, Trial, Ignored) so therefore the Customer status will remain as is until it matches another status.