Churn Risk Prediction

Windback continuously scores every customer in your project to predict how likely they are to churn. Scores update daily so you can intervene before a cancellation happens.

How It Works

The scoring algorithm analyzes 13 negative signals and 5 positive signals drawn from billing data, product usage, and support activity. Each signal carries a configurable weight, and the final score is normalized to a 0-100 scale where higher means more risk.

Negative Signals

#	Signal	What It Measures
1	No events in 14 days	Customer has gone completely silent
2	Declining usage	Week-over-week drop in event volume
3	Support tickets	Rising number of open or recent tickets
4	Failed payments	One or more payment attempts have failed
5	Short sessions	Average session duration is falling
6	Feature drop-off	Customer stopped using features they previously used
7	Billing downgrades	Customer moved to a lower-tier plan
8	Login gaps	Increasing time between logins
9	API error spikes	Sudden increase in client-side API errors
10	Competitor page visits	Visits to known competitor comparison pages
11	Cancel page views	Customer viewed the cancellation page
12	NPS detractors	NPS response of 0-6
13	Payment method expiring	Card on file expires within 30 days

Positive Signals

Positive signals reduce the overall risk score:

#	Signal	What It Measures
1	Feature adoption	Customer is actively adopting new features
2	Billing upgrades	Customer upgraded to a higher-tier plan
3	Team invites	Customer invited new team members
4	API usage growth	Steady increase in API call volume
5	High NPS	NPS response of 9-10

Risk Levels

Scores map to four risk levels:

Level	Score Range	Recommended Action
Critical	80 - 100	Immediate personal outreach
High	60 - 79	Automated win-back email + internal alert
Medium	40 - 59	Monitor closely, consider a check-in
Low	0 - 39	No action needed

Focus your team’s energy on Critical and High customers. Medium-risk customers often recover on their own once a product issue is resolved.

Auto-Email Delivery Modes

When a customer crosses a risk threshold, Windback can notify them (or you) automatically. Choose one of two delivery modes.

Direct
Webhook

Windback sends the email to the customer on your behalf using your configured sender domain. No code required.

Emails are generated by Windback AI and match the tone you select (friendly, professional, urgent).
You can preview and edit templates in the dashboard before they go out.

Direct mode requires a verified sender domain. Go to Settings > Email to configure one.

Configuration API

Manage churn-risk settings programmatically with the configuration endpoints.

Get Current Config

curl https://api.windbackai.com/api/v1/projects/:slug/churn-risk/config \
  -H "Authorization: Bearer <token>"

Response:

{
  "enabled": true,
  "delivery_mode": "direct",
  "risk_threshold": 60,
  "webhook_url": null,
  "email_tone": "friendly",
  "check_interval_hours": 24
}

Update Config

curl -X PUT https://api.windbackai.com/api/v1/projects/:slug/churn-risk/config \
  -H "Authorization: Bearer <token>" \
  -H "Content-Type: application/json" \
  -d '{
    "enabled": true,
    "delivery_mode": "webhook",
    "risk_threshold": 70,
    "webhook_url": "https://example.com/hooks/churn",
    "email_tone": "professional",
    "check_interval_hours": 12
  }'

Changing delivery_mode takes effect immediately. Any in-flight emails for the previous mode will still be delivered.

Dashboard Features

The Churn Risk page in your project dashboard gives you a real-time view of your customer base.

Risk Distribution

A breakdown of how many customers fall into each risk level, updated daily.

Customer List

Filterable table of all customers with their current score, top signals, and last activity date.

Score History

A per-customer timeline showing how their risk score has changed over the past 90 days.

Alert Log

A record of every auto-email or webhook delivery, including delivery status and timestamps.

Churn risk scoring requires at least 7 days of event data before scores become meaningful. New projects will see scores populate after the initial data collection period.

Getting Started

Features

Integrations

Widget

Churn Risk Prediction

Churn Risk Prediction

How It Works

Negative Signals

Positive Signals

Risk Levels

Auto-Email Delivery Modes

Configuration API

Get Current Config

Update Config

Dashboard Features

Risk Distribution

Customer List

Score History

Alert Log

​Churn Risk Prediction

​How It Works

​Negative Signals

​Positive Signals

​Risk Levels

​Auto-Email Delivery Modes

​Configuration API

​Get Current Config

​Update Config

​Dashboard Features

Risk Distribution

Customer List

Score History

Alert Log

Churn Risk Prediction

How It Works

Negative Signals

Positive Signals

Risk Levels

Auto-Email Delivery Modes

Configuration API

Get Current Config

Update Config

Dashboard Features