Your dashboard includes a Churn trend chart labeled:
Churn trend: at risk + churned
This guide explains what that chart means, how to read it, and why it can show numbers even when your Churned (or even At risk) count looks like zero in Customer health.
What the chart is for
Customer health cards answer: Who is in each stage right now?
The churn trend chart answers a different question: Over the last several weeks, how many buyers had already gone quiet?
Quiet buyers are the people most likely to need a win-back: the same people you'd think of as At risk or Churned.
Use the chart to spot whether that quiet pool is growing, shrinking, or staying flat, not as a second copy of today's Churned card.
How to read the chart
| What you see | What it means |
|---|---|
| W1 → W8 | About the last 8 weeks (W8 is the most recent week) |
| Height of each point | How many buyers looked quiet that week |
| Line going up | More customers falling behind on reorders |
| Line going down | Fewer quiet customers: healthier repeat buying |
| Hover tooltip | Exact count for that week, e.g. 12 at risk + churned |
If you see "Not enough weekly history yet," your store needs roughly 4 weeks of ordering customers before a weekly trend is meaningful.
What "at risk + churned" means here
The chart combines two ideas into one number:
- At risk. used to buy, but overdue
- Churned. gone quiet for a long time
So one point is not "Churned only." It is closer to: buyers who had already passed your store's "still active" window by that week.
Why Churned can be 0 but the chart still shows numbers
This is expected. The Customer health cards and the churn trend chart measure related things in different ways.
1. You're looking at Churned only. The chart adds At risk too
Example: At risk = 8, Churned = 0. The Churned card shows 0, but the chart can still show 8 for the latest week.
2. Quiet VIPs stay VIP on the cards, but can still count on the chart
If someone qualifies as VIP, they stay VIP even when they haven't ordered recently. The churn trend chart is watching quietness (time since last order), so a quiet VIP can still be included in the weekly quiet count.
3. The chart shows the last 8 weeks, not only "right now"
Even if this week is low (or zero), earlier weeks (W1, W7) can still have points on the line. The chart is a trend over time.
4. Latest week ≈ quiet buyers, not a copy of the Churned badge
Customer health counts people by their current stage label. The latest chart point estimates how many buyers with orders had already passed your active window. That is a close cousin of "at risk + churned," but not guaranteed to equal At risk + Churned cards, especially when VIPs are quiet.
Quick comparison
| Customer health cards | Churn trend chart | |
|---|---|---|
| Question | Who is in each stage today? | How many buyers looked quiet each week? |
| Churned card | Only customers currently labeled Churned | Not used alone |
| At risk | Separate card | Combined with churned in one series |
| VIP | Quiet VIPs stay under VIP | Quiet VIPs can still raise the line |
| Time range | Snapshot now | About the last 8 weeks |
| Best use | Act on today's lists | Spot whether quiet buyers are rising or falling |
What you should do with the chart
| If you see… | Try… |
|---|---|
| Line trending up | Check Needs attention and At risk / Churned lists; send win-backs sooner |
| Line flat but high | Quiet pool isn't growing, but it's still large. Prioritize high-LTV customers first |
| Line trending down | Repeat buying is improving. Keep welcome and second-order flows strong |
| Cards say 0 churned, chart still has points | Look at At risk, quiet VIPs, and earlier weeks |
FAQ
Is the chart wrong if Churned is 0?
Usually no. Confirm At risk, quiet VIPs, and older weeks on the chart.
Does the chart include people who never ordered?
No. Prospects (zero orders) are not part of churn trend.
Can I change what "quiet" means?
Yes, on Segmentation. Auto uses defaults; Manual lets you tune timing. See the Segmentation docs.
Where do I take action?
Use the chart for direction, then open Needs attention, Customers filtered to At risk or Churned, or VIP outreach for quiet high-value buyers.
Summary
- Customer health = today's stage labels (Churned can honestly be 0).
- Churn trend = weekly "quiet buyer" trend for at risk + churned, including cases Customer health keeps under VIP.
- Seeing numbers on the chart while Churned shows 0 usually means At risk customers, quiet VIPs, or earlier weeks, not a broken dashboard.