Week-over-week change in total events per account. A 40% drop in logins predicts 78% churn.
Leading indicator: 37 days before cancellation.
Narrowing distinct features used vs. 30-day average. Ratio <0.5 signals disengagement.
Quiet quitting: still present, but not invested.
Sudden increase in tickets OR complete silence from previously active users.
Absence of signal is the signal.
Subscription changes (downgrades), failed payments, approaching contract end dates.
Seat reductions are an early warning.