Changelog · 22 July 2026

Churn now reconciles to the merchants who moved it.

Marlo’s churn report now starts with exact paid opening denominators and connects every recurring-revenue loss to the merchant, classification and available context.

What shipped

  1. 01Opening MRR, paid subscription and paying-customer denominators
  2. 02Exact merchant drill-through for opening-cohort loss
  3. 03Full churn, Shopify freeze, contraction and unclassified loss states
  4. 04Opening and closing MRR for each merchant
  5. 05Plan, app and retained source breakdowns
  6. 06Observed paid tenure and high-value threshold
  7. 07Cancellation reasons ranked by lost MRR
  8. 08Seven-day deterministic in-app churn brief

Evidence boundary

Campaign and affiliate source appears only when retained first-party evidence matches the merchant. The report does not infer missing attribution, predict future churn, email merchants or claim a cancellation reason caused the loss.

Investigate

Read the churn definitions, then use the step-by-step investigation playbook.

Use the method on your own data

Marlo keeps definitions beside the relevant report and detail views.

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