Timing
When does revenue decay begin? If cancellations cluster in the first 90 days, investigate activation before acquisition.
Check: time-to-first-value
Quality
Which signup path produces durable subscribers? Stop treating all new subscribers as equivalent.
Check: trial vs direct-paid paths
Friction
Where does payment failure become avoidable churn? Billing friction is a retention problem.
Check: dunning + recovery flow
Concentration
Where is the business structurally fragile? A few plans may carry disproportionate MRR.
Check: plan-tier + account risk