Lost Subscriptions

This metric shows the total number of subscriptions that expired or were cancelled during the selected period. 

This is a number you want to keep low. But "0 churn" is unrealistic and you should make sure you understand why lost subscriptions spike or drop, more than wondering why it is not zero. Lost subscriptions can give great insights on issues with the app, and are strongly affected by the quality of users you bring in with marketing activities.

In addition to the usual segmentations, you can also segment by Event Type and get an insight about how many of your lost subscription are expired subscriptions and how many are cancelled subscriptions.