At-risk activation
Signed up in last 30 days. Has not yet completed the activation event. Value-not-realised churn is forming.
Typical lead: 2–4 weeks before churn
Declining engagement
Active 14–44 days ago. Silent in the last 14 days. Previously adopted, now disengaging.
Typical lead: 3–6 weeks before churn
Champion-left
Primary user silent 7+ days. No other account user active. Highest urgency — intervention window is short.
Typical lead: 1–2 weeks before churn
Competitor research
Integrations page + data export in the same 7-day window. Co-occurring signals indicate active evaluation of an exit.
Typical lead: 2–4 weeks before churn