Looker Studio Customer Churn Analysis Template for SaaS and E-commerce

One of my special reports that will be really useful for e-commerce and SaaS directors is Customer Churn analysis template.

First of all, what is the churn rate? The churn rate refers to the rate at which subscribers or customers stop transacting with your business, or simply speaking, how many customers you lose monthly. 

Check out the video tutorial and enjoy reading the article!

Looker Studio dashboard overview

The report starts with the KPIs section. We can see the number of new, returning and one-time clients, monthly revenue, number of orders and average order value. As you can see, there are monthly and yearly comparisons in the same score boxes and this is pretty useful to see how your business is doing. Also, there is a date range picker in this section, so you can choose any date range you want, not necessarily last month data by default. 

Then we have this table that allows us to see the data in dynamic. After our metrics in dynamics, we can see how many clients the business was losing month by month. It is vital to analyze the performance and make adjustments according to it. 

The last table in this dashboard is Churn rate by month. It may seem the same as the previous table, but this one contains other data (pay attention to the columns). In the previous table we could see LTV – how much money we got from one customer, but in this table we can see a total monthly revenue – how much all the customers brought us. 

If you have paid attention, the data in the churn rate by month table is presented in percentage and the last column is presented as a regular number of one time clients. How do we get these percentages?

You just need to divide a number of churned customers by a number of new clients, thus we will get the percentage of customers we lost. 

Now, let’s move to the back-end overview.

Customer Churn Analysis Google Sheets overview

When you purchase this dashboard in the template store, you will receive a Looker Studio dashboard and a Google Sheets. Let’s review the file you’ll get. 

The very first tab of the dashboard is an instructions page. Here is where you read about how you can connect your data to the Sheets and what kind of data you need. In a shellnut, you just need to fill the yellow cells in with your data.

Obviously, all the data you need is date, order ID, user ID and Revenue. You can extract the data from Google Analytics or any CRM system you use. It can be done either manually or using third-party connector services. 

In the Help tab I recommend some connectors I usually work with, so you can try them out as well. 

In the next tab I transform your data from the input tab. You don’t need to make any changes here. 

Then we have a tab with a pivot count. Again, everything is already done.

The last tab is the tab we actually connect to Looker Studio. 

Summing up, all you need to do is input your data to the yellow cells in the input tab and that’s it. It will not take you more than 5 minutes. Plus, if you want, you can play around with the dashboard design, try to change it to your company/website colors using an image or do it manually. It is easy to do, but if you want my help, I can do everything for you – get familiar with the service by the link. 

Hope you liked the Customer Churn Analysis template overview. Check out more reports in my template store!