How to configure churn criteria in Synup OS

One of the most loved features in Synup OS is the churn forecasting feature. We’re excited for you to try it out. Churn forecasting in Synup OS helps you spot clients who might be at risk of churning out, so you can take proactive steps to retain them. By setting your own churn risk criteria, you can define exactly what “at risk” means for your agency, based on real engagement, performance, and activity data.

If no custom criteria are set, Synup OS will use the default churn risk definitions for all clients.

Setting Churn Criteria for All Clients (Global Settings)

Go to your Synup OS home dashboard and scroll down to the bottom. If you haven’t yet configured your churn criteria, you’ll see the option to do so. Click the Configure button on top right of this section.

Give Risk Weightage

You can set thresholds for various parameters to determine when a client falls into Low, Medium, or High Risk. First, you need to distribute risk weightage to every criterion. Depending on what you deem important, you can give higher risk weightage to factors you consider strong indicators for your agency (like Internal Ratings by your team). All individual weightages should add up to 100 points.

Next, you can configure the Risk range based on a cumulative score of hundred. For example, if any client has a cumulative score of 30 (sum total of scores from individual indicators), based on your set range, they could be considered as a medium risk client.

Setting up specific indicators

Let’s configure different types of churn indicators available to you in Synup OS.

Before that, let’s understand how we calculate scores for each individual criteria.

Let’s say individual weightage of resource archival is 20.

Based on your set criteria, if the indicator shows High Risk, we assign the full score 20.

If it is medium risk, we assign the average (half of the score) as 10

And if it is low risk, we assign 0 score.

So when all criteria add up to the total score, if many of them are indicating high risk, they’ll contribute full score. This will make your overall risk score fall into the high range that you have set.

1. Resources Archival (Listings, Reputation, or Social Media Clients)

What it measures: The percentage of business locations and brands connected to social archived from their listings/reputation app within a defined time frame.

Why it matters: A high archive rate often signals business downsizing or reduced investment in services, both of which increase the risk of cancellation.

Example:

• Medium Risk: 20%-50% of locations/brands archived in the past 30 days.

• High Risk: More than 50% locations/brands archived.
  
  

2. Client Engagement

What it measures: The number of touchpoints (meetings, calls, etc) between your team and the client in a set period.

Why it matters: Low engagement usually means the client is not actively involved or seeing value, making it easier for them to disengage entirely.

Example:

• Medium Risk: 5–10 touchpoints in the past 30 days.

• High Risk: Fewer than 5 touchpoints.

3. Internal Client Rating

What it measures: An internal qualitative score (usually given by the Customer Success Manager) on a scale of 0-10 based on client sentiment, cooperation, and satisfaction.

Why it matters: Your team’s on-the-ground insights often detect dissatisfaction earlier than metrics alone, making this one of the most powerful churn predictors.

Example:

• Medium Risk: 4-7.

• High Risk: Less than 4.

4. App Usage/Activity

What it measures: How often the client logs into their client apps.

Why it matters: Clients who rarely log in are less likely to notice improvements, appreciate delivered value, or build platform dependency, all of which can increase churn risk.

Example:

• Medium Risk: 5–10 logins in the past 30 days.

• High Risk: Fewer than 5 logins.

4. Profile Analytics Trends (Listings Clients)

What it measures: How stable are the changes in clients’ profile views

Why it matters: Declining visibility often reflects poor local search performance. If clients see fewer profile views, they may attribute it to your service and consider leaving.

Example:

• Low Risk: Change in profile views month-on-month has gone up by more than 5%

• Medium Risk: Change in profile views has remained stable between -5 to 5%

• High Risk: Change in profile views has gone down by more than 5%

5. Reviews Analytics Trends (Reputation Clients)

What it measures: How stable are the changes in clients’ review ratings

Why it matters: Reviews are directly tied to a business’s reputation. A drop in ratings could signal customer dissatisfaction, prompting the client to re-evaluate their marketing partner.

Example:

• Low Risk: Change in review ratings month-on-month has gone up by more than 5%

• Medium Risk: Change in review ratings has remained stable between -5 to 5%

• High Risk: Change in review ratings has gone down by more than 5%

6. Ranking Analytics Trends (Local Marketing/SEO Clients)

What it measures: How stable are position changes for tracked keywords in local search results.

Why it matters: Search rankings impact lead flow. Consistent ranking drops, especially for high-value keywords, can cause clients to question campaign effectiveness.

Example:

• Low Risk: Change in rankings month-on-month has gone up by more than 5%

• Medium Risk: Change in rankings has remained stable between -5 to 5%

• High Risk: Change in rankings has gone down by more than 5%

7. Social Analytics Trends (Social Media Clients)

What it measures: How stable are changes in social engagement (likes, comments, shares) score.
Why it matters: Social channels often serve as a client’s main customer touchpoint. A noticeable engagement decline can signal audience disengagement, putting client retention at risk.

Example:

• Low Risk: Change in social engagements month-on-month has gone up by more than 5%

• Medium Risk: Change in social engagements has remained stable between -5 to 5%

• High Risk: Change in social engagements has gone down by more than 5%

Step 3: Save Your Settings

Once you’ve set your thresholds for each parameter, click Save. Synup OS will now automatically evaluate this client’s churn risk based on your customized criteria.

Setting Churn Criteria for a Specific Client

While the churn risk configuration is applied to all clients added to OS, you can also change churn risk settings for specific clients. 

For example, if a client has only subscribed to listings and reviews, you can remove the social analytics trend indicator from their churn risk criteria to better understand churn signals. This gives you more control.

1. In Synup OS, navigate to the Clients tab.
   
   

1. Select the client you want to configure churn risk criteria for to open their Client Summary page.
   
   

2. Locate the Churn Risk section.

3. Click the Settings (gear) icon next to the churn risk metric.

Monitor and Take Action

After configuring the churn risk criteria, keep an eye on your Churn Risk Dashboard in the home page. This will help you identify at-risk clients early and take proactive retention measures such as:

• Scheduling more check-ins.
  
  

• Addressing performance concerns.
  
  

• Offering additional value through campaigns or optimizations.
  
  

Pro Tip: You can revisit and adjust these settings anytime as your client relationship evolves or as you gain more insights into their behavior