> ## Documentation Index
> Fetch the complete documentation index at: https://help.the-meridian.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Churn

The churn screen answers "who did we lose, and how". Churn isn't one number (a store can stop paying, stop being worth as much, or remove the app entirely), so it's measured through three lenses you switch between.

## The three lenses

| Lens | Rate | What counts as churn |
| - | - | - |
| **Subscription** | Subscription churn rate | A paid subscription ended |
| **Revenue** | Revenue churn rate | The MRR that ended, as a share of the MRR you had |
| **Install** | Install churn rate | The app was uninstalled |

They diverge in useful ways. Subscription churn with flat revenue churn means you're losing small accounts. Install churn far above subscription churn means free users are leaving, which may be fine, or may be your onboarding.

Each lens shows its rate against the previous period, with a chart over the window you picked.

## Churned stores

The table beneath is the specific list: the store, its plan, the MRR it was worth, the churn date, and **how** it ended:

* **Canceled**: the merchant cancelled the subscription.
* **Expired**: a trial or subscription lapsed without converting.
* **Uninstalled**: the app was removed.

That distinction is the actionable part: cancellations are a pricing or value conversation, expirations are an onboarding conversation, uninstalls are usually both.

The table is a "who did we lose" report rather than an export, so it's capped at the 500 most recent churned stores. Narrow the period or the [segment](/segments) to look at a specific slice.

## Uninstall reasons

Where merchants gave a reason on uninstall, the reasons are aggregated here, the only first-party qualitative signal in the CRM.

## Acting on it

Churn is also a set of [automation triggers](/subscription-cancelled): cancellation, freeze and uninstall each fire the moment they happen, so a win-back doesn't wait for someone to read this screen.


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