Visualize Customer Churn in Google Data Studio: A Guide for Subscription-Based Small Businesses

Track and Visualize Customer Churn With Google Data Studio

If your business runs on any kind of subscription or recurring revenue—like coaching programs, software services, or digital memberships—monitoring customer churn is critical to protecting growth.

Churn tells you how many customers stop doing business with you over a given time period. Knowing your churn rate isn’t just about numbers; it’s about spotting trends, fixing issues, and keeping your hard-earned clients longer.

What is Customer Churn?

Customer churn rate = (Customers lost during a period ÷ Customers at the start of the period) × 100

A high churn rate can mean product dissatisfaction, onboarding gaps, or misaligned expectations.

Why Use Google Data Studio?

Google Data Studio (now part of Looker) lets you create interactive dashboards by pulling data from Sheets, CRMs, or even Stripe. It’s free, customizable, and visual—which means you and your team can easily interpret patterns over time.

Step-by-Step Setup for Churn Visualization

1. Structure Your Data in Google Sheets

Make sure you have a clean table with:

• Customer ID

• Start Date

• End Date (leave blank if active)

• Churned (Yes/No)

2. Create a Churn Rate Metric in Data Studio

• Connect your Google Sheet as the data source

• Add a calculated field:

CASE
	WHEN Churned = "Yes" THEN 1
	ELSE 0 
END

• Use a scorecard to display total churned customers

• Use a bar or line chart to plot churn rate over time

3. Add Filters by Product, Region, or Customer Type

Interactive filters help stakeholders identify where churn is highest—so you can act on it.

Try This Today

If you already track customer renewals or subscription end dates, import that data into Google Sheets and connect it to a new Google Data Studio report.

Bonus: Add a chart showing churn by month next to customer support requests. You may spot a correlation that reveals deeper problems.

Do you want to know how Excel formula will be?

Check our our related post below!

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Churn is like a leak in your revenue bucket.

The sooner you see it, the sooner you can patch it.