This article will guide you through the Churn tab and all of its features. The Churn tab offers a quick way of analyzing and consolidating all your churn transactions. This tab enables dynamic discussions about churn trends during management and board of directors meetings. These configurations pertain to LRM 1.0, as opposed to LRM 2.0. We recommend that new customers use LRM 2.0.

If you don't see the Churn tab, navigate to the + icon in the Salesforce ribbon, and select Churn.


Prior to using the Churn tab you will need to define the churn attributes relevant for your business, under the administration tab. To learn more about enabling the churn tab check out the following articles:

Once you have your churn transactions attributes set up, you will navigate to the transactions tab where you can start adding churn related transactions (to capture both downsell and churn related amounts). To learn more about how to add transactions, check out this article Adding Transactions.


Once churn related transactions are added, you can navigate to back to the Churn tab and analyze churn trends. The churn tab begins with a summary section of annual churn trends by ARR, MRR, number of customers, and number of users.

Note that reduction represents transactions with partial churn (For example: downsell, when the customer renewed for a lesser ARR). The section includes two types of Churn rates:

  1. Churn % = Churn ARR / Starting ARR
  2. Churn % on Renewal = Churn ARR / Renewal Due ARR

Detailed Churn Report

Below the summary view, Gainsight offers a detailed report which includes all churn related transactions which contributed to the calculations in the summary section above. The data displayed is dependent on the selected view and the applied filters.

UI Views

UI Views

By setting up various UI Views, one could pre-configure what columns are displayed or filters are applied for quick reporting purposes. For example, one could setup UI Views to quickly review churn by territory.

In this example we are using the a view which is set to show Account Name, Customer Success Manager (CSM), ARR, Booking Date, and finally, Churn Reason. The UI Views are setup under the Administrator Tab. For more information on how to setup UI Views, please read the following article: Creating Custom UI Views.


Allows you apply parameters that were not included by default in the UI View configuration. In the example below, we’re using the Standard View, which includes all churn transactions. In order to focus on all the churn transactions that happened in 2014, type in the parameter you wish to filter by in the column’s header.



The Churn tab also allows you to export the detailed view to a CSV file. Click on the side menu and choose Export.


Once Export is selected, a message at the top of the view will confirm that the export had been processed, and that your request to export data is added to the queue. Once the export process is complete, you will receive an email notification with the attached CSV file.

Churn Analytics

The Analytics section incudes two graphs, churn reason and customer lifetime.

Churn Reason

The graph allows you to analyze the major contributors to churn.

Customer Lifetime

Customer Lifetime

The graph displays a distribution map of customers who fully (Red) or partially (Yellow) churned by lifetime (months) and MRR, ARR or number of users. The horizontal line shows the average number of lifetime months when churn occurs.