Naming Churn Risk So Teams Actually Agree
Why vague labels like “at risk” stall retention reviews—and how to write cohort names that survive a release.
Risk names are shared language. If growth says “inactive users” and product says “payment friction,” the same churn path splits into two conversations and neither owns the intervention.
A durable name states the user-visible behavior, the leading indicator, and the scope. Example: “Weekly actives who skip the second session after pricing screen.” Long, but people stop arguing about what they are looking at.
Retire names that no longer match live journeys. Archives beat a board crowded with ghosts from last year’s funnel.