Switching
Ghosting
When a user silently stops using a product without formally canceling or providing feedback.
Ghosting is the silent firing. The user gradually reduces usage, stops engaging, and eventually disappears without ever telling the product team why. Ghosting is common in freemium products, subscription services with auto-renewal, and products where cancellation requires effort. It is the hardest churn to diagnose because there is no signal—no complaint, no cancellation call, no survey response. The antidote is proactive churn signal monitoring and outreach before the user is gone.